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Full text of "Exhibitors Herald and Moving Picture World (Apr-Jun 1928)"

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CQFXRIGHT DEPOSiC 



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The Library of Congress 



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AUDIO-VISUAL CONSER\\-\TION 
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EXHIEITOM 




THERE ARE 10,000 OTHERS 
FEELIN' LIKE MR. PHELAN! 



A letter to lS/!S0'd-%)ldwyn'-Mayer — 








Ydm^produc^ this year and last has been so consistently 
good that I just can't resist telling you (of course what you 
already know) that it is the best product on the market. 

Your comedies are produced more lavishly than "features" 
of most companies and they are comedies, what I mean is "side 
splitters." The technicolor productions are beautiful and 
are well received by even small-town western fans. 

Your Specials are works of art and are really specials — 
not so-called "specials". I have reference to the big ones. 

Your service is the BEST of any of the various companies 
serving me. 

Your salesmen seem so much like business men — instead 
of carnival promoters. 

In all, I think you have the greatest organization in 
the industry. And I take this means of showing my apprecia- 
tion for good pictures and courteous service. 

Yours very truly, 

R. W. PHELAN, Star Theatre, 

Clendenin, VV. Va. 



WknUVnl 01 Ma 1 /V«l « NI« A\ Bntered as second-class matter, August 20. 1017, at the Post Ofice at Chicago, III., undfr thf act of March J. 

nnoie vol. 91,1'NO. 1 ^VOI. j;>, INO.4; '«;9. published weekly at 407 South Dcaibom St., Chicago. SubscHption tS.OO a year. StHglt copies. 25 cents. 




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AprU 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



r 



Thousands Of 
Theatre Owners 

Are waiting for the first issue of the new 
Exhibitors Herald and Moving Picture World 

The Buyers 

INDEX 

Everything for the Theatre 

Issued Semi-Annually 

to guide them in their selection of pictures for 
the Summer months and early Fall. 

Here is a market, the gross rentals from which 
exceed the gross rentals from the entire British 
Isles. 



In the glamour of first run accounts, this impor' 
tant part of the Home Market is apt to be over' 
looked. Early in May, hundreds of these theatre 
owners will decide whether to keep their houses 
in operation during the warm months. If they 
know good pictures are available, their decision 
will be made easily. 

The Buyers Index reaches the entire field at the 
psychological moment. 

Advertising Copy will be accepted up to 
April 18. 



r 



Readers 

The Buyer's Semi'Annual In- 
dex will be mailed to all paid 
subscribers of Exhibitors Herald 
and Moving Picture World at 
no additional charge. 



Advertisers 

Advertising will be accepted in 
this volume under the terms ot 
your Herald-World contract. 
More detailed information sent 
on request. 



^e screen idol of (he hour in anoi 




Directed by 

HOWARD HIGGIN 

RALPH BLOCK, Assoc. Producer 



DeMILLE STUDIO 
PRODUCTION 



with 

ALAN HALE 

SUE CAROL and 
ALBERTA VAUGHN 

Adapted by Elliott Clawson 
and Tay Garnett from the 
story hy Dudley Murphy 



Opening on Broadway 

at the PARAMOUNT April 7 




her Rathe BIO MONEY aitraction I 



WILLIAM BOYD rises to new 
heights of stardom in this 
sensational offerings 

ALAN HALE who registers 
emphatically in one of the 
greatest laugh roles of the 
year, 

SUE CAROL, beautiful and 
talented, takes her place as 
one of the season^s new out- 
standing screen finds. 




XJERFS one of the yearns BIGGEST— an unusual 
-*- ^ combination of side-splitting comedy and hair- 
raising thrills — a real box-office natural. "Quite differ- 
ent from the usual run of screen fare", says Film Mercury f 
"looks like a sure-fire attraction for almost any type of 
theatre, big or small." Ex. Herald and M. P. World says, 
" ^Skyscraper' is a rip-roaring comedy, with the serious 
business of building a steel office building as a back- 
ground; will not fail to stir up a houseful of laughs 
wherever shown." 

F^fhe 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 




April 7, 19:8 



EXHIBITORS HERALD and MOVING PICTURE WORLD 






United artists 

HEATRE LosAnaeles 



•fc= 



AW 




|UWU\1BLW 



From l^^story by a^ 

^Somersf^^Maugh^if 

Directed by 

RAOUL WALSH 



Variety 



One of the BIG 
OUTSTANDING 
box-office hits 
of the year. 



ASK 
NEW YORK 
WASHINGTON 
LOS ANGELES 
PITTSBURGH 
TOLEDO 



OMAHA 

BOSTON 

DENVER 

CLEVELAND 

BUFFALO 



SAN FRANCISCO DES MOINES 

BALTIMORE MINNEAPOLIS 

SYRACUSE ROCHESTER 

PHILADELPHIA 



A tremendous Big Bet 
for April and May 

UNITED ARTISTS 
9th Anniversary Months 




BOOKING RECORDS 

SMASHED 

IN STUPENDOUS 
EVERYWHERE! 



JOSEPH P. KENNEDY 

presents 




AF^eft 




with 

RALPH INCE 



RALPH INCE 

PRODUCTION 



BLASTED 

AND BLOWN TO ATOMS 
ENGAGEMENTS 



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First time in history of 
Boston, held over second ter' 
rific week at Washington St. 
Olympia . . . following smash 
at Scollay Square! 

THEY DEMAND RED 
MEAT MELODRAMA! 

GIVE IT TO THEM! 



/ 



#■ 



^" 



> £*M 



X^ 



\.^^L.-^ 



^ATTENDANCE RECORDS^ 




MADE LINE 
H U RLOC K 



DAPHNE POLLARD 
MADELINE HURLOCK 

And The World's Famous 
Sennett Girls 



DAPHNE 
POLLARD 



Pathe 

has the best comedies 



One of 1;he series of 
sensational Mack Sennett 
two reel Girl Comedies now 
being released on the 
Pathe Program, featuring 
the world famous Sennett 
Bathing Beauties and a 
host of inimitable Sennett 
Funmakers. A Headline 
Attraction in Any Theatre. 




1 



THEY DIDNT 
BY NELL! 



Ill 



RIGHT 



Do you realize that up to the time Metro- 
Qoldwyn-Mayer entered the Short Subject 
field, these important little attractions were 
the stepchildren of the industry-^- 



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A nanon-u'ide survey revea/s the fact 
that within eight months M-G-M has 
climbed to leadership in distribution of 
Shorts and "News-reels. The period is 
from last August to March. M-G-M 's 
Uftd over this field is increasing daily. 



IT took time and effort 
FOR M-G-M to prove 
TO exhibitors that Shorts 
COULD be made to mean 
REAL cash at the box-office 
INSTEAD of just filUng time 
ON a program— 
THE result is that 



/N the executive offices of every important theatre 
circuit today this question is arising: ''Are we 
booking the right short product?^' Formerly little 
attention was given to this matter. But now theatre 
owners see what M-G-M has done in building 
Shorts into revenue-producing factors. They read 
about it in the trade press and see it happening 
before their eyes. No wonder that these men are 
now turning to M-G-M. 










EXHIBITORS NOW LOOK 
TO M-G-M FOR THEIR 
SHORT PRODUCT TOO! 




THE EDITOR 
of M, P. News 

says: 
"Reviewers of 
short subjects are 
inclined to beblase 
in a projection 
room. It is a rare 
, occurrence when 
a peep is heard. It was most astound- 
ing, therefore, when at a showing of 
a trio of Roach M-G-M comedies the 
usuallysilent projection room was in 
a- continuous uproar. Laughs were 
as continuous and hearty as is heard 
from a whole theatreful at the usual 
comedy. The pictures were "Spook- 
spoofing" (Our Gang), "All For 
Nothing" (Chase), and "Pass the 
Gravy" (Davidson), 



YOU cannot help but 

MARVEL 

AT the consistency 
WITH which M-G-M has 
DELIVERED Short Subjects 
SETTING a standard of 




IbUR GANG' delivers happiness to every box-office. These rascals on your program draw like a feature 
Their latest is "Edison, Marconi & Co." A masterpiece of laughs. Your folks get the fun, you get the mon' 
M-G-M IS proud to-give its customers Hal Roach's world-famous joy artists. 



QUALITY in production 

THAT has never been approached 

IN this field hitherto— 

THE industry now realizes 

THAT M-G-M has come into 

SHORT Subjects 

WITH the same intensity 

AND enthusiasm with which 

M-G-M revolutionized 

FEATURE production 

AND became 

THE talk of the industry. 

NO question now 

BUT that M-G-M has become 

THE new 

SHORT Subject force 

TO reckon with! 

A PREDICTION 
FOR THE 



FUTURE! 





STA N LAUREL. 
OLIVER HARDY are the 

new comedy tearh sensation 
whose hit after hit have made 
them a sure-fire draw. 



CHARLEY CHASE 

(above) is in. the de luxe 
class. He's got a great fol- 
lowing. 

MAX DAVIDSON 

(right) is unique in the 
comedy field. A master of 
laugh-getting. 





M*Q-M NEWS swept into 
the newsreel field with typical 
Young Blood dash. Through its 
superior organization and more 
modem ideas it has won an 
amazing exhibitor following. 



M.G.M GREAT 


HViPnHli 


EVENTS in Tech- 


H^^tv^9^H^P^^^H 


nicolor has u.<on ex- 


^^HIPmmIHHBBk^^H 


hibitor approral as 
a most distinctl^^c 


H^^v^^Ei^B . JaSlbVi 


^I^^K ^^^lE^RJiKuHv^^bB 


and beautiful dra- 


i^B^^E^DI^l 


matic series. 





The Czarina's Sccr 



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(Read next page carefully ^you'll agree! 




M C-M ODDITIESdnr 

showing on thousands of 
screens. These little life 
dramas caught by UFA the 
uorld oi«T, are fascinating 
The Rattle of Ocforusv audiences e\<eryu'here. 
and Lobster 



1 

2 
3 



10 POIN'FS 

which from now on must necessarily 
influence all buyers of film service— 



__THE NEW SHORT SUBJECT. M-G-M's aggressive and successful activities 
in Shorts have given Shorts a new money-value at the box-office. 

IHE FUTURE OF SHORTS. Naturally the future of Shorts is in the hands 

of M'G-M to whom exhibitors now look for continued profits in this field. 

JHE IMPORTANCE OF SPECIALS. The effect on the public of M-G-M's 
five great Specials in one season is tremendous. "The Big Parade'*, '^Ben-Hur", 
'T/ie Student Prince", ''The Enemy'\ *'Love" — they stamp M-G-M as the most im- 
portant name of all. 

WEE K-TO- WEEK RELEASES. Exhibitors base their security on dependability of 
product. Again M-G-M averages higher in regular release than any other company. 

STAR VALUES^. The past year has proven that star values are of increased im- 
portance in drawing patronage to box-offices. 

THE LEADING STARS. M-G-M is better equipped with important star names 
than all others: John Gilbert, Greta Garho, Lon Chaney, William Haines, Marion Davies, 
Ramon Novarro, l<Jorma Shearer, Syd Chaplin, Buster Keaton, McCoy, Dane-Arthur^ etc. 

IMPORTANCE OF SHOWMANSHIP. M-G-M is consistent in its promotional 
efforts. M-G-M's "Blonde-Brunette" emotional test tie-up with **Love*' was one of 
the year's publicity sensations. 

FUTURE PROMOTION. Among future promotional activities for M-G-M is the 
forthcoming tour of Leo, the M-G-M lion. 

SUCCESSFUL BUYING. Exhibitors who booked M-G-M Shorts together with 
M-G-M features report that their whole program quality standard was raised, with 
attendant profits. 

NEXT SEASON. Word has already gone forth that the sm art buying for next 
year will be a complete M-Q-M Quality Show. 



4 
5 
6 

7 

8 
9 

10 



METRO - GOLDWYrt^ivlAYER 

The Top of the Industry 





HAWK OF 
IHI HILLS 

with 
ALLENE RAY and 
WALTER MILLER 

Directed by Spencer Gordon Bennet 
Story and Scenario by 
George Arthur Gray 




7Ae Masked 
Menace 

with 
Larry Kent and ^^z.w Arthur 

from the 

Saturday Evening Post Story "STILL FACE " 

by Clarence Budington Kelland 

Directed by Scenario by 

Arch Heath Paul Fairfax Fuller 




THE MAN 

WITHOUT A 

FACE 

hy A. M. WILLIAMSON 

with 
Allene Ray and Walter Miller 

Directed by 
Spencer Gordon Bennet 



SUREFIRE 
BUSINESS BUILDERS 

Pafhe 
Serials 



SINCE the first great Pathe Serial flashed on the screen 
many years ago and literally coined money for exhibitors, 
Pathe's record for turning out a superior brand of serial 
entertainment has never been approached. 

Pathe Serials represent the last word in this type of business 
boosting, seat-selling entertainment, because they are based 
on stories carefully selected from the very best fiction by the 
world's foremost writers, cunnmgly and cleverly adapted by 
experts and specialists in the art of serial construction, and 
finally transmitted to the screen by directors who are masters 
in the creation of this unique and sp>ecialized form of enter- 
tainment. 

"Hawk of the Hills," "The Masked Menace," and "The Man 
Without a Face," current Pathe releases, fairly teem with baf- 
fling mystery, blood-tingling action, romance and breath- 
taking suspense. Released in 10 chapters of 2 reels each, they 
fit into any program, anywhere, and the gripping suspense 
developed at the end of each episode provides a powerful 
magnet to pack your theatre week after week. 



boost your Business with these 
qreat money-makers 



12 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



N 



./ 



April 7, 1928 



•«aF* 



UrAi 

national 

Pictures 



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CHiJlLIE MURRAY 
Louire l^azenda 

Wl»at a <eam!...Wky 
didn't someone tkink of 
it before?... Burt as usual 
it's First National that 
does the bi^ thing by 
brinjiing thent together 
for the first time« so you 
can advertise "DOUBLE 

Measure For Your 

MoNEYI Two Great 
Comedy Stars in ONE 
Great Contedy Special !" 

And a picture as great as 
the Players ... Hilarious 
farce plus lavish spec- 
tacle. And gIrU, Cirls, girls' 



•-as"^! 



Supported by 

Tbclma Todd 

Presented by 

Richard A. Rowlaad 

Directed by 

Cddie Cline 

A 

l\xhK national 

Special 



ric« lnc~Wlll H.Hays Pmuu< 



The 

Independent 

Film Trade 

Paper 



\^ 



EXHIBITORS 

HERALD 



ali: 



i MOVING PICTURE 



WORLD 



Home 

Office: 

407 So. Dearborn St. 

Chicago 




IN THIS ISSUE 



Star broadcasts injure theatre business, exhibitors declare; Majority of houses tying in with radio pro- 
gram oppose plan, "Herald- World" correspondents are told; Chicago managers say they'll use receiv- 
ing sets only for prizefights; Broadcasts called injurious to prestige of players participating; Attend- 
ance suffers at neighborhood houses in particular. 



COMPLETE INDEX TO CONTENTS 



NEWS 



Paramount and Balaban & Katz both set new high figures in 
increase of net income, statements of year's business show. 
Suit is reported to be lone obstacle to completion of Fox deal for 
140 theatres in Finkelstein & Ruben Circuit in Northwest. 
Union loses suit following Atlanta Metropolitan's reduction of 
orchestra on installation of Vitaphone; Ruling sets precedent. 
Amazing record of settlement of disputes without recourse to 
courts is traced in year's activities of Film Boards of Trade. 

DEPARTMENTS 

The Studio 26 

Short Features 30 

Presentation Acts 31 

The Theatre 37 

New Pictures 41 

Classified Advertising 45 

What the Picture Did for Me 47 

Chicago Personalities, by Whit 54 



FEATURES 



Service Talks by T. O. Service 40 

Los Angeles by Douglas Hodges 28 

Pictorial Section ^'■ 

Letters from Readers **" 

Broadway 

Know Your Sales Leaders 24 



ADVERTISEMENTS 

FILM AND EQUIPMENT— M-G-M, Robert Morton Organ Com- 
pany, Paramount, Pathe, United Artists, F B O, First National, 
Eastman Kodak Company, Columbia, John Ford. Howard Green, 
Tom Tyler, Plaza Hotel, Mark Sandrich, Al Cohn. Automatic 
Ticket Register, Chalmers Publishing Company. Filmack. 

PRESENTATION— Leo Feist, Inc., Villa Moret, Fred Kinsley. W. 
Remington Welch, Henry B. Murtagh, Joe Kay. Henri A. Keate-. 
Bernard Cowham, Leo Terry, Lew White, Koehler and Edith. 
Brooks Costumes, Dave Gould, Ransley Studios, .\rmin Hand. 



CHICAGO 

407 Sooth Daarborn St. Telephones HarrUom 0036-S7-S8 

Cable Address : Quigpubco 

EDWIN S. CLIFFORD, Ganeral Managar 

JAY M. SHRECK, Managing Editar 
GEORGE CLIFFORD, Busineit Manager 
ERNEST A. ROVELSTAD, Neus Editor 

LOS ANGELES 

S617 HoUrwood Blvd. Telephone Cladalone 3751 

RAY MURRAY, Manager 

DOUGLAS aODCES, ^<ivarlisln( Managmr 

SUBSCRIPTION RATES: United States and possession.— tS.OO per year. C«i:.il^— S4 .".O prr Ts.ir. Other point, of the -orU— $6.00 per yeer. 9ln(le fople.. SS ..■•.. 

AdTertislng rate eords and Audit Bureau of Cirrulations statemenla ramUhed upon npplUailon. 



EDITORIAL 

AND 

ADVERTISING 

OFFICES 



.\£ir YORK 

S63 Fifth ATsnue Telrphones Vaaderblll S613-SC1S 

JAMES BEECROFT. >fono»er 

JOHN S. SPARGO, Unc Vorfc >*f, Bdllar 

Loyt>o\ 

THE BIOSCOPE 

(J. Caboura. Edll»r) 

Faraday House 

B-IO diarlnc Cr«sa Rd.. W. C S 



14 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



EXHIBITORS 

HERALD 

ani MOVING PICTURE 

WORLD 

Martin J. Quigley, Publisher 6^ Editor 

Incorporating Exhibitors Herald, founded in 1915; Movino Pic- 
tube World, founded in 1907; Motography, founded in 1909; and 
The Film Index, founded in 1909 

Published Erery Wednesday by 
Quigley Publishing Company 
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. 
Martin J. Quigley, President 
Cdwin S. Clifford, Secretary George Clifford, Asst. Treasurer 

Member Audit Bureau of Circulations 
Copyright, 1928, by Quigley Publishing Company 
All editorial and business correspondence 
should be addressed to the Chicago office 
Other Publications: The Chicagoan and Polo, class journals; and the follow- 
ing motion picture trade publications published as supplements to Exhibitors 
Herald and Moving Picture World: Better Theatres, erery fourth week, and 
The Buyers Index, published semi-annually. 

Whole Vol. 91. No. 1 (^'0L. 33, No. 4) April 7. 1928 



One Serious Note 

THE only serious note injected into the annual Naked 
Truth Dinner given by the Association of Motion Pic- 
ture Advertisers March 31 is a page in the program writ- 
ten by Mr. Bruce Gallup, president of the organization, 
under the caption "Wake Up!" 

In every other respect, the Naked Truth this year re- 
turned to its original character, an evening of merriment. 
It perhaps was the most successful and enjoyable function 
the A. M. P. A. has yet staged. 

With the eyes of the industry concentrated on the A. M. 
P. A., however, Mr. Gallup took the opportunity of dis- 
cussing the subject of publicity and advertising, and hit 
straight from the shoulder. 

"People seem to think that all one needs to be success- 
ful in these lines is to have a gatling gun, wise-cracking 
brain and plenty of gall. If that were all that were re- 
quired this industry would have been in the soup long ago," 
Mr. Gallup says. He then traces the various qualifications 
need by successful advertising and publicity men. 

"There is no department in any organization in the busi- 
ness that is any more important than where the printed 
merchandising ideas are created," he continues. "How 
would you dispose of your pictures if you didn't advertise 
or publicize them? Where would your distribution costs 
go to if you didn't use advertising and publicity to break 
the ice for your salesmen?" 

It was probably inevitable that the advertising and pub- 
licity men. recognized from the start of the industry as 
one of the vital factors in distribution, would find appre- 
ciation of their efforts waning when the policy adopted a 
year ago in various quarters so curtailed their efforts as 
to reduce them in many instances almost to the routine 
and mechanical. 

However, one of the most encouraging phases of the 
present situation is that most of the capable men in ad- 
vertising and publicity work are still in the motion picture 
industry, still efficient and still ready to go. 

The new selling season, shortly to open, will disclose 
whether their best efforts are to be fully utilized. 



Cheerful News from Broadway 

THEATRE owners, who have been worrying about the 
quality of the product to be offered for the coming 
season, would be cheered by a glance at the crowds mill- 
ing about the motion picture theatres on and near Broad- 
way, New York. 

While the so-called legitimate theatre seems to be hav- 
ing one of its worst seasons, the first of the new pictures 
from the West Coast studios are playing to tremendous 

audiences. 

-» -* -» 

Importance and Relativity 

THE growing tendency in distributing circles to refer to 
territories as 1 and 2 per cent territories, meaning that 
they produce only that percentage of the total gross rentals 
from the entire United States, is apt to create a false im- 
pression of the true value of certain states and groups of 
states in the economic structure of the motion picture 
market. 

The territory served by Minneapolis, for instance, is 
relatively small when judged on a percentage basis. In 
sharp contrast to this method of valuation are the contin- 
ual reports during the past three years of this or that thea- 
tre chain or distributing company negotiating for the 
ownership or control of the Finkelstein and Ruben proper- 
ties. 

There is always the danger in a market as big and as 
prosperous as these United States that a territory, big and 
important in its own right, is apt to be neglected because 
in the entire scheme of things it represents only a small 
percentage. 

-» -s -» 

Counting the Ballots 

WORK on the compilation of "The Buyers' Index," 
which Exhibitors Herald and Moving Picture 
World will publish the latter part of the current month, 
is already underway. It should be one of the most valu- 
able reference books in the library of everyone in every 
branch of the motion picture industry. 

Always interesting during the compilation is the gather- 
ing together of the various reports on pictures contributed 
by theatre owners to the "What the Picture Did for Me" 
department during the preceding six months. 

As the reports are put together, it is like counting a 
ballot. In the end, the decision of the theatre owners is 
seldom unanimous but there is usually a heavy majority 
one way or the other. With apologies to the creator of 
the phrase "Forty thousand Frenchmen," it might be said 
"Five thousand theatre owners can't be wrong." 



Golf Season Opens 

SPRING turns the thoughts of golf enthusiasts to their 
favorite diversion. Golf has accomplished a great deal 
of good for a great many people, but it has served no in- 
dustry more effectively than the motion picture people. 
It is our golf tournaments that temper the spirit of com- 
petition and give us a chance to see that our efficient com- 
petitors are really human — really good fellows. 

The season this year starts on the West Coast where the 
second annual Exhibitors Herald and Moving Picture 
World tournament will be staged at Los Angeles. Entries 
are already being received. An even more successful tour- 
nament than in 1927 is assured. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



15 



Star Broadcasts Hurt Theatre 
Attendance, Exhibitors Hold 

Majority Oppose Programs 

Even After Installing Sets 



How Broadcast 



Worked Out In 
Different Cities 

ATLANTA — Loew's Grand: Audi- 
ence stamped in protest; Rialto: 
Kept picture running continuously; 
Metropolitan: A few walked out de- 
spite use of an ingenious trailer. 

ALBANY — Albany and Regent 
theatres added to attendance by join- 
ing in broadcast; Leland business 
gained despite not receiving pro- 
gram; other houses, particularly in 
neighborhoods, reported 10 to 20 per 
cent attendance drop. 

SCHENECTADY— Attendance de- 
clined. 

TEXAS — In general, Texas thea- 
tre favors broadcasts by theatres, as 
do Loew's State in Houston, Palace 
in Dallas, Worth in Fort Worth, and 
Publix district manager; manager of 
Melba at Dallas believes radio a det- 
riment, as does Paramount's branch 
manager at San Antonio. 

HOLLYWOOD— Theatre business 
fell off. 

CHICAGO AND VICINITY— All 
managers interviewed reported the 
particular broadcast failed to please 
the patrons; stated in future will 
broadcast nothing but prizefights, as 
they believed the same type program 
would prove a detriment. 

ST. LOUIS. — Believe prestige of 
participating stars weakened; Three 
first-runs in tieup — Loew's State, 
Skouras Brothers' Ambassador and 
Missouri; Doubt whether they took 
in dollar's extra business; Little ef- 
fect on neighborhood houses. 



General Electric and 
R.C. A. Per feet New 
Talking Film Device 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Radio Corpora- 
tion of America, working with the General 
Electric Corporation, has perfected a new- 
talking motion picture process, it has been 
learned. Official announcement of the new 
device is planned soon, it is reported. 

Knowledge of the new process caused 
stock in both companies to soar, Radio 
stock jumping 24^ points and General 
Electric, eight points. Both companies 
have been at work on the perfected appara- 
tus for many months, it is said. 



Seattle Mayor on Tour 

Mayor-Elect Frank Edwards of Seattle, 
former theatre owner, was a Chicago visitor 
last week. He is making a tour of 20 Eastern 
and Southern cities in a study of municipal 

governments. 



Hollywood Theatres' B, O. Reduced — Atlantans Say 
"Never Again" — Chicagoans Favor Prizefights Only 

By ERNEST A. ROVELSTAD 

Broadcasting of programs by motion picture stars during show hours is detri- 
mental to attendance at the theatres, according to the majority opinion of exhibi- 
tors in different part of the country as expressed to the Herald-World as a 
result of the Dodge all-star program of last Thursday. 

Theatres with Sets Divided 

Opinion was divided in the case of theatres which tied into the broadcast by 
installing receiving sets, though most of these were opposed as well. "Whit" 
was told by Chicago managers who joined in the broadcast that they would 
not do so again on anything^ except a prizefight. In the smaller towns sur- 
rounding Chicago, however, the publicity manager of the Great States chain 
predicted that with a different type of program a hook-up broadcast will in- 
crease attendance. At Albany theatres which carried the broadcast reported 
increased business whereas the neighborhood houses lost 10 to 20 per cent. 
At Atlanta all three theatre managers who used the program reported "Never 
again." Hollywood theatres' attendance decreased. 

Following are reports from various sec- uting stars appeared. Even so, a few walked 
tions: out. 

Public Walks Out 



On Atlanta Shows 

(Special to Exhibitors Herald and 
Moving Picture World) 

ATLANTA, April 3.— As an attraction for 
theatres. Dodge Brothers' star radio program 
has been tried and found wanting. Three 
down-town theatres elected to tie in — Loew's 
Grand, the Metropolitan and the Rialto. 

At Loew's Grand the audience grew im- 
patient and began stamping the floor in pro- 
test. Manager Thos. H. James cut off the 
radio program after 40 minutes because the 
protest grew in volume. 

Manager W. T. Murray at the Rialto an- 
ticipated that the radio program alone would 
never hold his audience, so he kept the pic- 
ture program on the screen continuously. 

An average-sized audience at the Metro- 
politan sat through the greater part of the 
program. But interest was sustained by a 
rather clever bit of showmanship contrived by 
Manager Carter Barron, who supplemented the 
radio program with a trailer composed of 
excerpts from pictures in which the con trib- 



Some Profit at Albany ; 
Others Lose Attendance 

(Special to Exhibitors Herald and 
Moving Picture World) 

ALBANY, April 3.— WTiile some of the mo- 
tion picture theatres of Albany really profited 
in the way of attendance, others in Albanx- 
and Troy complained that the broadcasting 
had cut into their attendance figures to a 
considerable extent. 

The Albany and Regent theatres in Albany 
installed receiving sets, ad\ertised, and 
swelled attendance as did others which already 
had receiving sets. 

The Leland in Albany really gained, al- 
though there was no receiving set installed. 
Other houses reported a slump of anywhere 
from 10 to 20 per cent, this being particularly 
true with the neighborhood theatres. 

In Schenectady there was a drop in at- 
tendance. 

Most Texas Managers 
Favor Theatre Broadcast 



"Hot" Film Thwarts 
This Censor Board 

(Special to Exhibitors Herald and 
Mo-'ing I'icturc World) 

KANSAS CITY. April S.—The 
Kansas state censor board sat re- 
viewing films Monday in the usual 
manner. Suddenly a blaze started in 
the projection room. One-half reel 
of a picture was destroyed and 
Charles O. Smith, operator, was 
burned about the hands and arms, his 
quick work in breaking the film sav- 
ing a greater loss. Dense smoke 
filled the room and forced the board 
to discontinue its work several hours. 
Theatre men. inclined to mix a bit of 
irony with the incident, are suggest- 
ing that it must have been a "hot" 
film. 



(Special to Exhibitors Herald and 
Moving Picture World) 



ill 



SAN ANTONIO. April 3.— In Texas. 
majority of opinions on theatrical co-opera- 
tion with broadcasting stations arc that no 
little good is derived by the houses in puMicitx 
b\- remote control broadcasting. Some of the 
larger houses that have arranged for this 
medium of advertising are the Texas in San 
Antonio, the Loew's State in Houston, the 
Palace in Dallas, and the Worth in Ft. Worth. 

Tames Owen Cherry, manager of the Melba, 
Dallas, is one manager who figures the radio 
as a detriment. His point is that when the 
radio fans hear a singer or instrumentalist 
on the air, they are satisfied. .Vnother of the 
same belief is Harold Pickett, manager of the 
San .'\ntonio branch of Paramount. Pickett 
sa\s that the popularity of radio has divcrteil 
former the.itre patrons in choosing their en- 
tertainment. 

S. G. Abrams, new manager of the Princess 
theatre in San .\ntonio. says that he is in 



16 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



9fnm 

NEW YORK.— Some of the boys have been 
so busy watching Radio that they failed to 
notice that Paramount profits during 1927 
amounted to a mere eight million. . "Zucker 
Shooting Menjou," says a headline, but Ad is 
tough and it ain't gonner hurt. . . . William 
"Bill" Steiner, one of the oldtimers, and prob- 
ably one of the best known figures in the 
picture industry, is about ready to launch a 
new set of pictures on the independent market. 
These pictures are being edited by Merritt 
Crawford. The first one is all ready for the 
market, and it is a humdinger! . . . Eugene 
Clifford has joined the Morning Telegraph as 
a news whippet. What's that? Why, the 
fastest thing on four feet. . . . Harry 
Thomas, Ray Johnson and /. Charles Davis 
III, had a jolly time at Tiajuana not so long 
ago, and made a cleanup. Harry Thomas 
brought the cleanup back to New York with 
him, and it proved to be a perfectly good 
horse's skull, very dry, and picked clean. 
However, it will make an attractive tobacco 
jar for Harry's desk. . . . /. Charles Davis 
III is the happy father of a bouncing baby 
boy, age six weeks, weight twelve and one- 
half, stripped, and it is to be named 
/. Charles Davis IV instead of Henry the 
Eighth as was first suggested. . . . Cressott E. 
Smith, assistant sales manager of United 
Artists, has returned to New York after a 
successful midwestern trip. Cresson is feeling 
fine and business was good so what more 
could he wish for? . . . Trem Carr, produc- 
tion manager of Rayart Pictures, arrived in 
New York on the same train as the President 
Ray Johnston. . . . The oldtime sideshow 
barker is still doing his stuff in front of the 
Paramount theatre, and that's not the worst 
of it; his uniform, as well as the uniforms of 
the gladiators in the theatre, seems to be much 
in want of a good laundering. . . . Hy Daab, 
he of the F B O, has sold a play which he 
wrote, and all seem to agree that it is a 
good one. . . . Fitzpatrick Pictures, Inc., is 
offering the "Hallelujah Chorus" and other 
subjects, such as "Largo," for the Easter week 
attractions, and Rutgers Neilson says he hopes 
you can "Handle" them. . . . "Ivan the 
Terrible" is packing them into the Cameo 
theatre and the audience is not entirely com- 
posed of long haired men, and short haired 
women. It's a fine picture for an adult, and 
aside from the banquet scene, it holds the 
audience spellbound, from murder to murder. 
. . . Columbia Pictures has signed up the 
old reliable Idort Blumentock, late of First 
National, to write titles for several of the 
company's forthcoming productions. Mort is 
clever at this line of endeavor, as well as 
others. The first picture to which he will 
apply his art is "The Matinee Idol." . . . 
"Skalyons," is the working title of a forth- 
coming independent production. Well, if it 
belongs to the onion family, it is the right 
season of the year for it, and should prove 
to be aggressive enough for any theatre audi- 
ence. . . . Bruce Gallup has been signed up 
as handicapper for the spring golf tourna- 
ment, at the regular salary. . . . Scalpers did 
their best to get blocks of choice seats from 
George Harvey for the T. N. T. but it just 
couldn't be done. . . . Harry Carey did not 
show up at the Thursday luncheon of the 
A. M. P. A. but sent a telegrani stating "that 
he would be hungry the following week, and 
would be glad to answer any subpoena that 
they cared to issue." It would serve him 
right, if the boys made him cook his own 
"mulligan." 

PETER STUYVESANT. 




SHORTS, we'll agree, lend spice to the program. 
And it's just as true that new faces lend 
"punch" to theatre-going. Welcome, therefore, is 
Educational's recently developed comedian, Jerry 
Drew, whom critics now put in the ranks of true 
comic artists. 





Above is a portrait of Drew 
as he appears on the screen. 
The formal attire is as seen 
on the boulevard, for Drew's 
technique does not include 
ridiculous clothes. At left he 
is shown in a scene from 
"Indiscreet Pete." 




Above and belotv — scenes from "Gentlemen Prefer Brunettes.'' 




April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



17 



Reports of B. & K. 
Dicker for Marx 
Theatres Denied 

Reports that Balaban & Katz, Chicago sub- 
sidiary of PubHx, is negotiating to take over 
the Marks Brothers theatre properties in that 
city, were emphatically denied Saturday. 

"Absolutely no negotiations are on," de- 
clared Barney Balaban, while Louis Marks 
voiced himself similarly. 

"Nothing to It," Says Louis Marks 

"Nothing to it," he stated. "We're not sell- 
ing to anybody. We have built up our name 
until it stands for excellent entertainment, and 
right now we are perfecting plans for the 
completion of our circuit." 

Marks Brothers now operate two of the 
city's largest deluxe houses, the Granada and 
Marbro, both neighborhood theatres. 

Construction work begun about two months 
ago by B. & K. on the Paradise, only one 
block from the Marbro, is proceeding toward 
completion at the time originally set for the 
opening, early in September. The theatre was 
partly erected at the time B. & K. took it over 
from receivership about a year ago. 

Marks Plans Two New Houses 

Two large screen-stage houses are included 
in the expansion plans of Marks Brothers. 
In the booking of stage acts B. & K. has 
dominated the Chicago territory, getting first 
and more often exclusive call on talent. 
Through an agreement recently reached by 
Marks Brothers and B. & K., Max Turner 
booking office is putting the same talent into 
the theatres of both circuits, subject to certain 
priority rights in favor of B. & K. in sections 
in which both are operating. At present there 
is one such territory. 

Fox, the new entry upon the Chicago scene 
and regarded as a likely bidder for desirable 
theatre properties, is also precluded as a pos- 
sible purchaser of the Marks houses, by the 
statement of Louis Marks. The Granada and 
Marbro now serve as highly important out- 
lets for Fox product in Chicago, B. & K. be- 
ing committed to the pictures of Paramount, 
Metro-Goldw}Ti-Mayer, and First National. 



Warner Bros. Name 
May Honor Month 
for Sam E. Morris 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Warner Brothers 
will again pay tribute this year to Sam E. 
Morris, general manager of distribution, by 
designating May as 
Sam E. Morris 
Month. All Warner 
branches will give 
special efforts to 
srales. 

This is the third 
successive year that 
a tribute of this na- 
ture has been paid 
Morris. When the 
idea was first con- 
ceived in 1926, more 
business was pro- 
cured during May of 
that year than had 
ever appeared on the 
Warner books. In 
1927 the campaign showed a 50 per cent in- 
crease, while present indications arc that the 
192S Sam E. Morris Month will far outstrip 
those of the preceding years. Four weeks in 
advance of May, business is already 10 per 
cent beyond the 1927 mark. 




Paramount and B 6? K Set New 
Highs in Net Profit for Year 

Paramount's Net Income Reaches $8,057,997 or $12.85 a Common 

Share — Gain Is 44 Per Cent Over 1926 — B & K Increase 

Is $163,390, Making Share Earnings $6.89 

New high marks in net profits were reached last year by both Paramount 
and Balaban & Katz. Paramount and subsidiaries showed a gain of 44 per 
cent over 1926, while B & K and fully owned subsidiaries reported a net in- 
crease of 8.8 per cent over the earnings of the previous year. 

Paramount Nets $8,057,997 for Year 

Paramouiit recorded combined net profits of $2,407,570 for the final quarter 
of 1927 and $8,057,997 for the year ended December 31, after all deductions 
for federal income and other taxes. The figure includes $786,000 as Para- 
mount's undistributed share of earnings of B & K, 65 per cent owned sub- 
sidiary. Incidentally, B & K stock reached a week's high of 82 by last Satur- 
day, which, according to the daily press, was in the face of an oft'er which 
Paramount is said to be making for the remaining third of common stock. 
B & K showed a net increase of $163,390 in 1927's earnings. 

The Paramount profits amount to $3.84 for 
the last quarter and $12.85 for the year on 
common shares. The ratio of current assets 
to current Habilities is 2.71 as against 1.91 at 
the end of 1926, while the working capital 
increased in 1927 from $17,246,000 to $26,052,- 
000. 

No Bank Loans Outstanding 

The following is a comparison of Para- 
mount profits a share for 1927 and 1926 : 

Earnings 
Average per Share 
Number After 

of Shares Preferred 
Profits Outstanding Dividends 

Year 1927 $8,057,997 579,327 $12.85 

Year 1926 5,600,815 459,020 10.82 

4th Quarter 1927.._ 2,407,570 588,690 3.84 

4th Quarter 1926.... 1,960,477 574,590 3.14 

The $3,100,000 shown as bills payable on the 
balance sheet has been paid since January 1, 
and the company at present has no bank loans 
outstanding. 

B & K Nets $2,021,092 

Balaban & Katz registered a total net in- 
come of $2,021,092 for the year, after de- 
ducting $593,057 for depreciation of buildings 
and $274,630 as a reserve for federal income 
tax. This was a net increase of $163,390. 
Net earnings available on each common share 
were $6.89, as against $6.28 in 1926 on a total 
of $1,857,701. 

There was $1,028,883 added to the surplus 
account. The item of $1,000,000 on the bal- , 
ance sheet as a contingent liability' was elim- 
inated early in 1928. 

Theatre properties reached the figure of 
$15,021,171 in 1927 by additions totaling $137,- 
677, a reserve for depreciation and amortiza- 
tion leaving the amount at $13,003,574. 

Current Assets Increase 



Sam E. Morris 



preferred were 28,513 ; common, 264,206, the 
total stock liability being given as $9,456,450. 

"Everj' indication points to a continuance of 
the present satisfactory condition of your 
company," said Herbert L. Stern, president 
of B & K, in his report to the stockholders, 
"and your board of directors feel that the 
corporation will continue to grow and pros- 
per." 



J ay dee Williams Is 
Made Director of 
New British Firm 

(Special to Exhibitors Herald and 
Moving Picture World) 

LONDON, April 3.— Taydee Williams has 
been made managing director of a new film 
company just organized here. The new 
organization is known as the United Motion 
Picture Producers, Ltd., and is formed for 
the specific purpose of distributing British and 
continental films in the United States and 
Canada. Six pictures have already been pur- 
chased and negotiations are being made for 
more. 

Williams, accompanied by Cecil Harrison, 
will shortly go to America to handle the 
product in the United States and Canada. 



Current assets totaled $543,897, compared 
with $462,342 in 1926; current liabilities 
dropped from $3,089,044 to $2,261,590. Total 
assets were given as $17,790,999. 

Surplus earnings for 1927, after dividends, 
were $1,028,883, contrasted with $865,492 the 
previous year, raising the total profit and loss 
surplus to $4,124,526. Outstanding shares of 



Confesses to Burning 
Theatre; Gets Three 
Years in Penitentiary 

(Special to Exhibitors Herald and 
Moving Picture World) 

PORTL.\ND. ORE., April 3.— Lee Morris- 
son, a moving picture show operator, was sen- 
tenced to three years in the penitentiary when 
he confessed to having set fire to a theatre 
at Garibaldi. Oregon. The theatre had bee:i 
built for Morrison by business men of the 
lumber community. The state fire marshal's 
office induced him to make the confession. 



WHY THE HERALD-WORLD' IS READ AND 

SUBSCRIBED FOR BY EVERY EXHIBITOR 

Carl L. Brozvti. Pastime tlicatrr, Kurllizcood. Lo.. :ir:t,\<: 

"The 'Herald-World' is the finest trade journal on the market and I cannot 
afford to miss an issue. I have been a constant reader for years and shall con- 
tinue for years to come." 



18 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Qive Patron Silver and Paper Change 
at Same Time, Exhibitors Advise 

If He Leaves Without Any of It, Place the Change in a Separate Envelope 
and Set It Aside for Him, Managers Say 

[Special from Correspondent of Exhibitors Herald and Moving Picture World] 

LOUISVILLE, April 3. — The best system to avoid any possible complaint 
of short changing is for the ticket seller to shove both silver and paper 
■^ money through the window at the same time, exhibitors here have 
learned. Stationing doormen beside the window to check each operation also 
has been instituted in some of the larger houses. 

IN practically every instance where cus- appearing into the theatre: "Here is your 
trimprs walW awav without all their change." And quite often the doorman 

stops them. Sometimes he even tells an 
usher to spot where the man sits, and sends 
for him. 



'N practically every instance where cus- 
tomers walk away without all their 
change they have received the silver but 
failed to wait for the paper money. If the 
silver is not placed within their reach until 
it is accompanied by the paper the chances 
of the patron failing to receive full change 
are reduced practically to nothing, the thea- 
tre staffs say. 

Place Change in Envelope 

Even with all this precaution taken by 
the management to serve the best interests 
of the patrons, one occasionally will dis- 
appear by the time the ticket seller has 
made change. In such cases, the manage- 
ments advise" that an excellent plan is to 
place the change in a separate envelope, 
mark it with the time and date, and set it 
aside. If the patron does return later for 
the change, he respects the management for 
its systematic waj' of guarding him against 
his own error. If the ticket seller merely 
gets him the change out of the regular cash, 
he may carry away the thought that she 
did not intend to return it. 

There are individuals who believe that 
everyone is dishonest. They are the ones 
responsible for malicious falsehoods regard- 
ing large organizations, and yet a thinking 
person realizes that any theatre manage- 
ment would shun any such practices as the 
poorest possible handling of its business 
investment, to say nothing of the ethics 
involved. 

Chance to Build Good Will 

At the same time the wideawake ex- 
hibitor wnll take special care to avoid the 
possibility of any such charges because 
there is more opportunity for an error to 
be made at the window of a motion picture 
theatre than at probably any other place 
where change must be made. 

A youth comes up to the window to buy 
tickets for himself and girl, or a party of 
four or six. The others start on in anc^ 
he is in a hurry to join them. Perhaps it 
is a family, and the young hopeful is not 
behaving ver}' well. Again there is the 
element of hurry at the window. 

Many a ticket seller pulls open the back 
door of her booth and calls to a man dis- 



9f 



Audience Applauds **U*s 

**We Americans'* Upon 

Its New York Opening 

By PETER VISCHER 
NEW YORK, April 3.— The Colony Thea- 
tre, was made over somewhat this week for a 
gala event. On Wednesday the house went 
into "two-a-day" and gave as its first special 
presentation Universal's "We Americans." 

This picture was given a rousing reception 
at its first New York showing, largely by men 
wise in the ways of the box office. It is senti- 
mental, designed to tug at the heart-strings, 
and as' things are going nowadays also to do 
a little tugging at the pocketbook. 



Margaret Livingston on 
Columbia's Roster for 
Pictures Next Season 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Margaret Liv- 
ingston has been signed by Columbia to 
appear in several pictures on the '28-'29 pro- 
gram as a result of her work in "A Wom- 
an's Way." Others recently signed are 
Douglas Fairbanks, Jr., and Barbara Kent 
for juvenile leads in "Modern Mothers." 

Columbia also has bought the rights to 
"Acquitted," by Mary Roberts Rinehart, 
and "Restless Souls," by Cosmo Hamilton. 



Rumors Say Exchanges 

Will Be Discontinued 

(Special to Exhibitors Herald and 
Moving Picture World) 

PORTLAND, ORE., April 3.— It is being 
rumored here that exchanges in this city and 
at Butte, Montana, will be made into shipping 
points, only, and that the managers will be 
dispensed with. 



All Selling in Blocks Are Called Before 

Board of Review of Trade Commission 

(Special to Exhibitors Herald and Moving Picture World) 
WASHINGTON, April 3. — AU distributors practicing block booking have been 
called before the board of review of the Federal Trade Commission to state 
definitely whether they follow the practice, in order that it may become a matter 
of record. 

Present plans of the commission contemplate the bringing of a suit in the Fed- 
eral court in New York against Paramount should that company, in its report which 
is to be filed by April 15, refuse to comply absolutely with the cease-and-desist 
order issued last July. Should suit be brought, it is probable that a general prosec- 
cution will be instituted, naming as defendants all distributors practicing block 
booking. 

A motion that the resolutions adopted by the trade practice conference in New 
York last October be put into effect temporarily, to see how they work out, was re- 
cently filed with the commission, signed by a number of the large distributors. 
The commission's action in calling the companies before the board of review, 
however, indicates that the motion was adversely decided. 



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Tom Mix (right) and Buzz Barton 

F BO Branches to Hold 
Informal Parties for Mix 
During Vaudeville Tour 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3. — An unusual oppor- 
tunity to meet a motion picture star infor- 
mally will be afforded exhibitors by F B O 
during Tom Mix's vaudeville tour of the 
Keith-Albee-Orpheum houses. F B O ex- 
changes in all key cities will hold open house 
for one day each week during Mix's stay. 
Over 15,000 exhibitors have already sent in 
their acceptances for the receptions, which 
will be held in Denver, April 4; Omaha, April 
11; Kansas City, April 18; St. Louis, April 
25 ; Chicago, May 2 ; and Cleveland, May 16. 



Shoff Is Named to Design 
Brett Arlington Memorial 

(Special to Exhibitors Herald and 
Movitig Picture World) 

UNIONTOWN, PA., April 3.— B. M. 
Shoff, head of the art staff of Theatre Ad 
Mat Service, has been named to make the 
design for the Brigadier-General Lloyd 
Milton Brett Arlington Memorial which 
will be unveiled on Memorial Day in trib- 
ute to the late commander of the 80th 
Division. Shoff's work is known to hun- 
dreds of managers and publicity men who 
use Theatre Ad Mat Service. 



Loses Suit to Prevent 

"Jazz Singer" Booking 

SAN ANTONIO, April 6. — Warner 
Brothers was yesterday awarded the deci- 
sion over the Aztec theatre here, in the 
latter's injunction sent to keep the pro- 
ducers from placing their "super" pictures, 
with Vitaphone, in a Publix house in San 
Antonio. 

It is assumed that Vitaphone will open in 
the Empire here with Al Jolson in "The 
Jazz Singer" in approximately two weeks, 
if, as is expected, the plaintiff does not enter 
an appeal to the case. "The Jazz Singer" 
has broken all records at the Kirby in 
Houston and at the Metropolitan in At- 
lanta. 



Build Mont Clare Theatre 

Construction is well under way on the 1,400 
seat theatre at Mont Clare, Illinois. The 
building and land have been appraised at 
$504,000. The structure will embrace seven 
stores and 29 apartments, besides the theatre. 
It is planned to open the theatre in the fall. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



19 



Rumor Hath It — 
What? The Bag? 
And Then Again — 

Rumor hath it — 

But let's commence at the very beginning. 

On the other hand, why do that? It was 
an old story before it ceased to be a rumor. 
Or there may have been no story at all. Per- 
haps the rumor died — ^as even rumors will. 
'Tis no matter. Rumor hath it! 

Doubtless everybody heard it — the rumor, 
not the news, which may or may not have 
existed. As stated, the fact-story was of no 
importance, if indeed there was one. It was 
the rumor — 

But what is a rumor? Cogitating upon 
the anatomy of a rumor, the penetrating 
mind gradually discovers that this sprightly 
phenomenon, when reduced to its ultimate 
unities, is usually either fancy or fact. It 
all depends on whether it is or not. 

It is not recorded who gave out the first 
rumor, and those who heard it are too num- 
erous to mention. But historians agree that 
mankind was addicted to rumors long before 
it was said that Ceaser had decided to settle 
down with Cleopatra and let Rome go to — 
well, to Anthony if he wanted it. 

Though since then the phenomenon has en- 
joyed a steady growth, a review of the last 
1,900 years reveals that rumors took no vital 
part in the affairs of men (let's leave the 
women out of this) until the establishment of 
the motion picture industry in the 20th 
Century. And then — ah, then! Why, then 
it was that people began cupping their ears, 
assured that a little rumor would come to 
lead them. 

As to the rumor mentioned — Well, let it 
pass. The cosmos will proceed upon its mys- 
terious mission without it, while newer and 
greater rumors are rife upon its starry planets. 
Of such is destiny! It is written! "Rumor 
hath it — " Though some may ask: 

"What price news?" 



Stanley Company Moves 

Into Larger Offices 

(Special to Exhibitors Herald and 
Moving Picture World) 

PHILADELPHIA, April 3.— The Stan- 
ley Company of America has m,oved the 
executive offices from their present loca- 
tion, 1916 Race Street, to the Earle Build- 
ing, 11th and Market Streets, where the 
second, third, and fourth floors will be oc- 
cupied. 



New House in South 

Seen in K-A-O Move 

(Special to Exhibitors Herald and 
Moving Pictttre World) 

CHATTANOOGA, April 3.— Negotiations 
looking toward the immediate launching of a 
new theatre here have been opened by Dan 
Michalove, representing Keith-Albee-Orpheum 
in the South. It is understood that an attrac- 
tive proposition, including a desirable location, 
has been submitted to Michalove. 



(t 



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Companionate Marriages 
to Be Filmed as Special 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Sam Sax and 
Asher, Small and Rogers today liought screen 
rights to "Companionate Marriages" written 
by Judge Ben Lindsey, who will have a hand 
in its making. The film will be started this 
month and will be road shown at two dollars. 



Urges Tax Payment 

(Special to Exhibitors Herald and 
Moving Picture World) 

KANSAS CITY, April 3.— Exhibitors in 
Western Missouri and Kansas have been ail- 
\ised by R. R. Biechcle, president of the 
M. P. T. O. Kansas-Missouri, to pay their 
music tax promptly and ihu^^ avoid extra as- 
sessments. 



Suit Reported Lone Obstacle 
To Closing of Fox-F & R Deal 

Appeal of Northwest Chain Now Before St. Louis Court — Price of 

$9,500,000 Understood to Have Been Set 

for 140 Theatres 

(By Special Correspondent Exhibitors Herald and Moving Picture World) 

MINNEAPOLIS, April 3. — Negotiations are continuing for the purchase of 
the Finkelstein & Ruben holdings in the Northwest by the Fox interests, it 
has been learned from an authoritative source. 

Suit Reported Cause of Delay 

It is understood that F & R has set a price of $9,500,000 on its properties, 
which include more than 140 theatres in Minnesota, Wisconsin, North Dakota 
and South Dakota. The only thing holding up the deal, it is understood, is a 
suit brought by former stockholders of the old Miles theatre of Minneapolis. 
The plaintiffs have been awarded a judgment of approximately $500,000 and 
have obtained a lien against the F & R properties to safeguard payment of the 
judgment. F & R has appealed to the District Court of Appeals at St. Louis. 



A Fox official is said to have been in 
Minneapolis a few days ago conferring with 
F & R and Publix officials. Completion of 
present negotiations would make Fox a 
partner with Publix in operation of the new 
Minnesota and the 10 other theatres now 
controlled by Northwest Paramount, a cor- 
poration recently organized. 

F & R is understood to own a considerable 
block of stock in First National and it has 
been said that if Fox could complete the 
F & R purchase it would give a controlling 
interest over First National. 

Erected Garrick Theatre 

The old Miles theatre company, stock- 
holders of which brought the suit, had 
erected what is now the New Garrick thea- 
tre, operated by F & R. 

The plaintiffs charged that Finkelstein 
and Ruben paid themselves large salaries at 
the expense of the Garrick theatre, charged 
exorbitant prices against the theatre for 
films used, and also charged for films used 
in other theatres against the expenses of the 
Garrick. They also charged that F & R rep- 
resented the stock as being worth but very 
little and purchased it, consequently, for 
very small amounts. The court appointed 
the Midland National Bank and Trust Com- 
pany of Minneapolis to act as trustee. 

Plaintiffs are planning to file a petition 
for dismissal of the appeal. 



that countries sending films to France shall 
buy one French film for every seven they 
show here. It is this plan which Hays hopes 
to stop. 

Motion pictures in all their phases will be 
reviewed in an International film exhibition 
to be held in The Hague from April 14 to 
Alay 15 of this year, it has been announced. 



Detroit Oriental Robbed; 
$12,000 Loss Estimated 

(Special to Exhibitors Herald and 
Moving Picture World) 

DETROIT, MICH., April 3.— The Oriental 
theatre, new downtown house, w-as robbed 
at davlight todav. The loss was estimated 
at $12,000. The Oriental plays a straight 
picture policy. 



Stanley-Fabian Opens 

Jersey City Theatre 

(Special to Exhibitors Herald and 
Moving Picture World) 

JERSEY CITY. April 3.— A new theatre 
was added to the Stanley-Fabian chain March 
23, when the new Stanley theatre was opened 

in this citv. 



Will Hays in France to 
Fight Proposed 7 to 1 
French Commission Plan 

(Special to Exhibitors Herald and 
Moving Picture World) 

PARIS, April 3.— Will Hays arrived here 
Friday to begin his campaign to influence a 
governmental commission against drastic cen- 
sorship and quota on American films. 

It is reported that the commission, em- 
powered by the govcnnncnt, plans to demand 



Fire Destroys Theatre 

and Damages Hostelry 

(Special to Exhibitors Herald and 
Movina Picture Wot Id) 
BALTIMORE, .\pril 3.— Fire destroyed the 
Folly theatre last week and badly damaged the 
Folly hotel adjoining. 



Wins Express Co. Suit 

(Special to Exhibitors Herald and 
Movino Picture fCorld) 

PORTLAND. ORE.. April 3.— The Coos 
Ray .\nuiscment (.'ompany has been awarded 
damages of $237.9.^ a.gainst the .American 
Railway Express Company for failure on the 
part of the carrier to deliver a film. 



Police Add Triple Index on Bombings 

When Embassy at Seattle Is Attacked 

(S[>ccial to Exhihilors Herald and Moz-itiq PiV/urv IVorld) 

SEATTLE, April 3. — A black powder bomb was exploded in the entrance of the 
Embassy theatre, a moving picture house in the market district, shortly before 4 
a. m. March 29. The janitor was injured and windows were broken. 

The theatre, owned by Joseph Danz. has been involved in labor disputes for 
some time, and various threats have been received. Danz is a brother of John 
Danz, owner of theatres which have been bombe<^ several times in recent months 
as the outgrowth of labor troubles. 

The police have now found it necessary to file reports on the various bombings, 
alphabetically, numerically and geographically, in order to keep track of them, and 
yet have no inkling as to the perpetrators. 



20 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



N* £♦ Pennsylvania Exhibitors Qet 
New Start Under William Quigley 

Comerford, First President, Emphasizes Value of Cooperation — Woodhull 
Describes National Policies — Next Session at Scranton, May 27 

(Special to Exhibitors Herald and Moving Picture World) 

WILKES-BARRE, PA., April 3.— Exhibitors of this territory now are 
welded in an organization which promises much for the welfare of its 
members, following a reorganization meeting last week at which Wil- 
liam Quigley, of Nanticoke, was elected president of the M. P. T. O. of 
Northeastern Pennsylvania. 
■pXHIBITORS are permitted to join the 



regional body best able to handle their 
particular problems under the newly-shaped 
constitution, but exhibitors throughout the 
state will work together in handling legisla- 
tive and other general issues, in cooperation 
with the M. P. T. O. A., which was repre- 
sented by R. F. Woodhull, president. 

Other Officers Elected 

The following officers, in addition to 
William Quigley, were named at the ses- 
sion, held at the Hotel Sterling on Sunday: 

Charles Kear, Minersville, vice-president; 
L. A. Farrell, Carbondale, vice-president; 
Julius Freedman, Forest City, vice-presi- 
dent; Harry Spiegel, Scranton, secretary; 
H. D. Rundell, Sayre, treasurer. 

Chairman of the board of directors — John 
J. Galvin, Wilkes-Barre; director — three- 
year term, John J. Calvin, M. B. Comerford, 
Scranton, L. J. Chamberlain, Tamaqua; 
two years, Fred Lupert, Williamsport, 
Arthur Luce, Scranton, Samuel Freedman, 
Pottsville; one year, Bruce Lynn, Blooms- 
burg; Claude Westley, Pittston and William 
Woodin, Towanda. Administrative Com- 
mittee: John Galvin, M. B. Comerford and 
L. J. Chamberlain. Legislative Committee: 
G. Elmer Dietrich, Tunkhannock; William 
Woodin, Towanda, and Jesse Blanchard, 
Sunbury. 

The meeting was attended by 100 ex- 
hibitors, representing territory from Sayre 
to Pottsville, 140 miles. Fred Herman of 
Wilkes-Barre, chairman of the meeting 
committee, presided until the installation of 
officers. M. E. Comerford, the first presi- 
dent of the organization, outlined the his- 
tory of the organization and expressed the 
belief it would have a very brilliant future. 
He said there were more problems to be 
solved now in the industry than ever before 
but declared all could and would be han- 
dled through cooperation. 

Woodhull Stresses Cooperation 

Woodhull described national policies and 
elements of cooperation and understanding. 
He praised the work of Comerford in local 
and national exhibitor affairs. 

Mr. Herman presided at a dinner in the 
ballroom of the Sterling. 



before long the big groups would try to cap- 
ture the C. E. A. 

Break Threatened 
With Board Over 
Outside Decisions 

(Special to Exhibitors Herald and 
Moving Picture World) 

O'KLAHOiMA CITY, April 3.— Notification 
has been sent to the local Board of Arbitration 
that efforts will be made to sever all relations 
of the Oklahoma M. P. T. O. with the board 
if that body enforces recent rulings of the 
Kansas City board against theatres in Semi- 
nole and Wewoka, Okla. There is an agree- 
ment between the owners' organization and 
the local board that no awards or penalties 
will be recognized unless passed or reviewed 
by the latter. 

The M. P. T. O. of Oklahoma will hold a 
convention here at the Huckins hotel next 
Monday. Among the important matters to 
be discussed is that of percentage contracts. 



Wales Exhibitor Heads 
British C. E. A.; Parley 
Has Independent Trend 

[By the London Correspondent of Exhibitors Herald 
and Moving Picture World} 

LONDON, March 26. — At the annual meet- 
ing of the Cinematograph Exhibitors' Asso- 
ciation of Great Britain and Ireland, held here 
last week H. Y. Davis, a Welsh theatre 
owner, was elected to the chair, in succession 
to E. Hewitson, Birmingham exhibitor. F. H. 
Cooper, who built up an Eastern Counties cir- 
cuit, was elected to the vice-chair, so will be 
chairman next year. Councillor E. E. Lyons, 
the London exhibitor, sought to be appointed 
vice-president, but was roundly beaten, his 
defeat being attributed to his association with 
some of the "big men" of the industry. 

Major Gale warned the theatre owners that 



$1 Seat Tax Exemption 
Depends on Outlay for 
Flood Aid, Says Mellon 

(Washington Bureau of Exhibitors Herald and 
and Moving Picture World) 

WASHINGTON, April 3.— Increase in the 
admission tax exemption from 75 cents to $1 
depends entirely upon whether appropriations 
are made for flood relief, the senate finance 
committee was told today by Andrew Mellon, 
s:ecretary of the treasury. 

If no flood relief appropriations are made, a 
surplus of $212,000,000 is estimated for the 
current year and the admission tax exemption 
can be increased. If the money is spent for 
flood relief the surplus probably will drop to 
about $180,000,000 and the treasury then could 
not approve the increase made by the house 
when it passed the bill last December. 

The department approved a reduction in the 
general corporation tax rate from 135^ to 12 
per cent and revision of the rate on individual 
incomes between $14,000 and $75,000. If the 
surplus is at the high figure, the department 
also would approve an increase from $2,000 to 
$3,000 in the exemption allowed corporations 
with incomes less than $25,000. 



Goldhurg-Furst-W ells 
Combination to Make 
18 Films for '28-'29 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Eighteen pictures 
are to be made by First Division Distribu- 
tors as a result of the new partnership made 
of Jesse T. Goldburg, Robert S. Furst and 
Raymond Wells, whereunder First Division 
and the Furst-Wells producing unit have 
become consolidated. Furst and Wells 
will take charge of production at the Met- 
ropolitan Studio and Goldburg will spend 
most of his time in New York. He is now 
on his way East from the Coast. 



It Seems That 2 Trade 
Dailies in London Ran 
Review Same Day, and — 

One Challenged the Other s Source, 
and the Other Sued, and — 

Suit has been started by the Cinema Press, 
Ltd., London, and Samuel Harris, managing 
editor of Today's Cinema, against the owners 
and editor of the Daily Film Renter, of which 
Ernest W. Fredman is managing editor, but 
"that ain't the half of it." 

It all started over a comedy — Charles Chap- 
lin's "The Circus," and the fact that a trade 
showing was barred by the distributor's con- 
tract with the New Galley Kinema. It seems 
that Fredman, writing a column under the 
title of "Tatler," had gone to France for a 
rest and while there had an opportunity to see 
"The Circus" ahead of the London opening. 
On Tuesday, March 6, Film Renter intimated 
it would carry a review on Thursday. 
And Both Have it Same Day! 

Came Thursday — to use a new phrase — and 
lo and behold, reviews of "The Circus" 
appeared in both issues, the Today's Cinema 
critique being preceded by the statement that 
"we give below the opinion of a prominent 
London exhibitor who has seen the film in 
America." 

Came Friday — logically enough — ^with the 
challenge from the Film Renter that if Sam 
Harris of the Cinema could show by Saturday 
noon an affidavit "from the exhibitor in ques- 
tion who saw the picture in America, stating 
that he was the writer of the review," 
"Tatler" would pay 50 pounds to the Cinema- 
tograph Benevolent Fund. 

And Then — 

Next chapter: Today's Cinema the next 
day answered with comment regarding 
"Sweetening sour grapes" and explained that 
"we have promised to keep the name of the 
party absolutely secret." 

Monday: Film Renter broadcasting, with 
this: "We suggest that 'The Cinema's' review 
of 'The Circus' was written by somebody who 
never saw the film, but who HAD read the 
American reports." 

Thursday: Today's Cinema announced that 
writs had been issued against the owners and 
editor of the Film Renter. 

Do we hear the bell for the next round? 



Warner Brothers Shows 
Profit of $500,000 for 
Second Quarter of Year 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Warner Brothers 
Pictures' net profit in the quarter ended 
March 1, the second quarter of the company's 
fiscal year, was about $500,000, equal to $2.50 
a share on 199,980 class "A" shares:, against 
$102,687 net earned in the first quarter of the 
fiscal year. 



Thieves Get $1,080 from 
Pantages House at K, C, 

(Special to Exhibitors Herald and 
Moving Picture World) 

KANSAS CITY, April 3.— Thieves who hid 
themselves in the Pantages theatre here Tues- 
day night and waited until after the house 
was deserted, broke in the theatre's vault and 
escaped with $1,080. The only trace left was 
an empty cash box hidden in a dressing room 
on the s'econd floor, Louie Charninsky, man- 
ager, said. 



Speedy "Speedy" Opening 

(Special to Exhibitors Herald and 
Moving Picture World) 

MIAMI, FLA., April 3.— The Miami Beach 
theatre here opened a run of Harold Lloyd's 

comedy, "Speedy," last Thursday. 



AprU 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



21 



^^5^ 



Film News 
in Pictures 



PICTORIAL SECTION 



Stories Told 
by the Camera 





"9 


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M-G-M player, star of King 
Vidor's "The Crowd," and (not 
at all incidentally) the wife of 
Director Vidor — in short, Elea- 
nor Boardman, who is presented 
in a brand new portrait. 



So she took the ^15,000 and — but that would be telling. Besides, 
we don't know. Suffice it to say that Rena Vale won the ^15,000 
offered by Paramount and Photoplay Magazine for the winning 
suggestion in a story-idea contest. Shown with her are those who 
made her good fortune possible — Jesse L. Lasky, vice-president 
of Paramoimt (left) and James R. Quirk, editor of Photoplay. 



On a Springtime inspection of 
conditions in Dixie — Claude C. 
Ezell, Warner Brothers sales 
manager in the South and West, 
who has begun a swing around 
the exchanges in the former 
territory. 




From freaks to roller coasters, this set on the Universal lot is com- 
plete. The picture shows a sequence for "Lonesome" in the process 
of creation under the direction of Paul Fejos (he on the platform 
with a megaphone). This production is a new starring vehicle for 
Univcrsal's playboy of the films, Glenn Tryon. Barbara Kent h.is 
the feminine lead. 



Serious business, this ni.ikinc of tomodics. For i-\ cr% >:iitTjw there's 
.in hour of nnguishl Obsor\i' .il->o\ i' Ro.ich-M-G-M biitfooncrs- in ihi- 
niakin);. There's Director l:d>;.ir Kenni-dv (.it leil) with two of his 
stell.ir coiiiedi.ins. St.in L.uiri'i (C\■nt^•r^ .ind Oli\ cr H.irdv. stru^- 
y;ling for .i fiinrn idi-.i uitli vthiih to Kinisli sorrow. Siuh i> tin- 
price of l.iuKhtcr. 



22 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



KJTreeting you at (faster 




Saying it with bunnies — and big bright eyes. This extremely 

acceptable Easter salutation is from Doris Dawson, First National 

player. She was given a prominent part in Richard Barthelmess' 

new picture, "The Little Shepherd of Kingdom Come." 





Rabbits, too, may harbor suspicions of eggs, and surely Peter ought to 
be cautious about this one. She so curious and yet so fearful, is Estelle 
Bradley, leading woman in Educational comedies, who thus sends greet- 
ings for Easter morning. Miss Bradley, we might add (and will) is 
the wife of Charles Lamont, Educational director. 




An art, we take it, that requires a great amount of coolness. But 

Ethlyne Clair seems equal to the task, even to the fine detail of 

a smock. It makes a pretty Easter card from a pretty Universal 

player. 



"Hello, World! Easter greetings!" This from June Collyer, 1928 
Wampas "star" and Fox player, who has the feminine lead in "Hang- 
man's House." Someone suggested that in this seasonal portrait Miss 
Collyer looks very chic. And she does, doesn't she? 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



23 





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.X haping our r oreign lolicy 




China. Anna May Wong (left) and 
Myma Loy are initiating Director 
Archie Mayo into the mystery of chop- 
sticks, suggesting how in "The Crimson 
City," Warner Brothers is endeavoring 
to reduce the W'^st's ignorance of 
the East. 





As to the economics of foreign affairs, here's Billie 
Dove shopping in Huneary — on a set, of course, for 
First National's "The Yellow Lily." But whazza differ- 
ence? Has Hungary prettier shop girls than Yola 
d'Avril (left) and Frances Hamilton? 




The shaping of foreign policies has 
many forms. Here's Betty Comp- 
son's contribution, as in Columbia's 
"The Desert Bride" she brings 
Arabia to America — figuratively 
speaking. 



Persia — and how! We know not whether the State de- 
partment approves of such methods, but we're inclined 
to think these Persians like Charley Bowers as an am- 
bassador. This scene from the Educational comedy, 
"Whoozit," illustrates perfectly the new technique in 
internation.-il diplomacy. 



In Tahiti — an example of films devel- 
oping more friendly international rela- 
tions. Director Robert J. Flaherty is 
shown (at center) in the jungle of 
Papeete, while making M-G-M's 
"Southern Skies," all in the cause of 
bigger and better treaties. 




Now, who could get sore at a nation 
that produces m.iids like her? Vl'ith 
this study of Ruby BLiinc, Educa- 
tional does much for Hisp.mo- 
Amcrican pcicc. Let us all shout: 
"\'iva 1.1 EsjMna!" 



24 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Amazing Number of Disputes 
Settled by Arbitration in 1927 

Only 62 of 15.451 Cases Go to Courts — 14,356 Claims Are Dis- 
posed Of — Five Are Litigated Before Submission to Arbi- 
tration — ^Thousand Institutions Given Free Films 

(Special to Exhibitors Herald and Moving Picture World) 

NEW YORK. April 3. — An amazing number of disputes in the trade were 
reported amicably settled by arbitration, without recourse to the courts, as 
sho^^-Tl by the annual report of the Film Boards of Trade for 1927, made pub- 
lic yesterday. This testimony to the sound sense of the industry is rivaled 
perhaps by the vast list of its charities, made in all parts of the count^^^ 

Thousand Institutions Benefited 
The report, made public by the M. P. P. D. A., discloses that nearly 1,000 
institutions for orphans, soldiers recovering from injuries in the late war, 
places housing the old folks, penitentiaries both state and federal, were pro- 
vided with free entertainment b}" these Film Boards of Trade. 

been conducted in the industry there have 
been 50,006 controversies disposed of, total- 
ing $11,230,298. 



The total number of pictures shown with- 
out cost in these institutions was 22,165, of 
which more than 12,000 were long features 
being shown currently in the local theatres. 
The film rental for pictures donated would 
mount into hundreds of thousands of dol- 
lars. As a consequence of this charity, it is 
calculated that more than 170,000 inmates 
of the various institutions mentioned see 
motion pictures gratis weekly. 

14,356 Claims Disposed of 

There were 15,451 controveries between 
exhibitors and distributors, — controversies 
involving $4,269,752. Of these, 14,655 claims 
totaling $3,963,004 were made by distributors ; 
and 769 claims totaling $306,749 by exhibi- 
tors. A total of 14,356 controveries 
involving $3,825,636 were disposed of as 
follows: 4,671 claims totaling $1,254,273 
were settled before submission to arbitra- 
tion; 2,368 claims involving $671,920 were 
withdrawn after submission to arbitration; 
6,593 claims involving $2,047,723 were con- 
sidered by the Boards of Arbitration, of 
which number 426, involving $150,331 were 
dismissed. Of these claims only 36, involv- 
ing $20,753, required a seventh arbitrator. 
Court Proceeding on 62 Claims 

There were 425 claims, involving $129,384 
awarded against distributors; while the 
awards against exhibitors were 6,017, in- 
volving $1,591,037. Five claims involving 
$878 were litigated before submission to 
arbitration. There were 62, involving $48.- 
344, requiring a court proceeding after sub- 
mission, of which number but nine, involv- 
ing $1,345, were court proceedings to en- 
force compliance with the awards made, and 
for the entry of judgments. At the end of 
the year, 1927, there were pending 1,095 
claims, involving $444,115, undisposed of. 

In the four vears that arbitration has 



Bandits Get $2,500 at 
Chicago Lawndale; Tie 
Employe; Draw Guns 

Two masked men early Tuesday morning 
held up Sol Aleyers and his son, Jesse, in the 
offices of the Lawndale theatre, and escaped 
with between $2,500 and $3,000 in cash. 

The bandits tied Mike Sorensen, an em- 
ploye, to a pillar and drew guns on the 
Meyers', forcing them to turn over the money. 



Interstate Circuit Buys 
Regional Chain Theatres 

(Special to Exhibitors Herald and 
Moving Picture World) 

BOSTON, April 3.— Interstate Theatres 
Corporation has acquired the circuit of the 
Regional Chain Theatres of New England, 
Inc., it was announced today, and vnl\ con- 
tinue to operate. No immediate change in 
policy of any of the nine theatres is contem- 
plated. 

New Theatre Under Way 

especial to Exhibitors Herald and 
Moving Picture World) 

BOSTON, April 3.— A theatre has been put 
under construction by the New England Thea- 
tres Operating Corporation and is expected to 
be opened by early fall. It will have a seat- 
ing capacity of 2,000. 

William Watson, "Prop" Man, Dies 
INDIANAPOLIS.— William Watson, S3 years old, 
property man at the Murat theatre, died at his 
home here. 



KNOW YOUR SALES LEADERS 



P 



HIL REISMAN, general salesmanager of Pathe Exchange, Inc., is a 
native of Minnesota. He was born in St. Paul and attended the Central 
High School there and the St. Paul College of Law. 



"LJE started in the motion picture business 
■*■-*■ in 1917 as a salesman for Triangle, join- 
ing the Goldwyn sales staff a year later. After 
a year with Goldwyn he returned to Triangle 
as manager of the Mihvaukee branch. Later 
he was the Minneapolis manager for Hodkin- 
son for one year and in 1920 became a sales- 
man for Paramount. 

Six months later he was manager of the 
Paramount Minneapolis branch and in 1922 
became district manager for that company, 
with supervision over Minneapolis, Omaha, 



Des Moines and Sioux Falls. 

He held that position for about two years 
and then was transferred to Canada to be- 
come general manager of the Canadian Para- 
mount-Famous-Lasky corporation. In June, 
1925, he was brought to New York to act as 
salesmanager of the Eastern division for 
Paramount and remained there until he ac- 
cepted the position of general salesmanager 
of Pathe Exchange, Inc., in May, 1927. 

Mr. Reisman is married and has two sons. 
His home is in New Rochelle. 




PHIL REISMAN 

Oldtime Snap Puts 
Over Naked Truth 
Dinner as Pepfest 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— The few in the 
trade who were unable to get to the Naked 
Truth Dinner given by the A. M. P. A. at 
the Astor Hotel last Saturday, regretted it 
even more keenly after hearing the glowing 
reports of those in attendance. 

The oldtime snap was given the occasion 
from the time the guests entered. The lobby 
was cluttered with penny arcade mirrors and 
slot machines and scores of signs kidding 
everv-body and everything in the industry. 

With the Clef Club orchestra filling in the 
gaps and staging a real old-fashioned cabaret 
program during the sendng of dinner, the 
program was snapped through in record time. 
Bruce Gallup, president of the organization, 
acted as trajffic manager in speeding up the 
numbers. 

The news reel, which was edited by Victor 
Shapiro and Warren Nolan, took all of the 
wellknown executives for a laugh with im- 
partiality. Aside from the semi-formal num- 
bers on the program, a number of surprises 
were perpetrated. 

The ballroom was cleared for dancing af- 
ter the serving of dinner and the merrymak- 
ing continued into the small hours of the 
morning. A number of pleasing novelties 
were introduced. 



Ohio Owners Demand 

Change in Protection 

(Special to Exhibitors Herald and 
Moving Picture World) 

COLUMBUS, OHIO, April 3.— P. J. Wood, 
business manager of the M. P. T. O. of Ohio,' 
gave out a statement March 31 in which hei 
said that the Ohio association was squarely 
behind the action taken by the Cleveland Mo- 
tion Picture Exhibitors' association, March 
22, when it was unanimously decided not to 
buy any films until the protection feature for 
first-run houses in Cleveland was adjusted. 
At present the first-run houses have 56 days 
protection. This is opposed by the association 
which comprises 120 houses. 



Aprn 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



25 



Wesco Plans Huge 
Ad Drive on Lane 
Comedy Bookings 

(Special to Exhibitors Herald and 
Moving Picture World) 

LOS ANGELES, April 3.— An elaborate 
16 weeks' exploitation and advertising cam- 
paign on two-reel comedies is to be staged 
shortly by West Coast Theatres on Educa- 
tional's Lupino Lane Comedies. It will get 
under way early this month with the first 
showings of "Fandango," Lane's most recent 
comedy, in the key cities of the West Coast 
Circuit. The campaign will be on Lupino 
Lane and his entire comedy series. 

There will be a full showing billboard cam- 
paign on "Fandango" from Seattle to Los An- 
geles. The billboards will be posted at least 
one week before the opening playdates of this 
comedy and will remain so posted^ for two 
weeks or longer. Another feature will be a 
theatre manager's contest for all West Coast 
house managers, and three cash prizes for the 
best pubHcity and exploitation campaigns will 
be offered. 

It is estimated that nearly 1,500,000 people 
will see Lupino Lane in his comedies in West 
Coast theatres each week of the contest. 

(Lupino Lane will be represented pictorially 
next week.) 



Rossheim Calls Stanley 
Reorganization Helpful 

(Special to Exhibitors Herald and 
Moving Picture World) 

PHILADELPHIA, June 3.— At a meeting 
of the board of directors of the Stanley Com- 
pany of America, Irving D. Rossheim, presi- 
dent, reported that the economies put into 
effect following the reorganization of the ex- 
ecutive staff and the board of directors, had 
resulted in the most beneficial effects on the 
various circuits in the Stanley chain. As a 
further step towards stabilizing the affairs of 
the company, a finance committee consisting 
of John A. AlcCarthy, Louis J. Kolb and 
Albert L. Smith, was appointed. 



New Natural Color Film 
Process Demonstrated 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Demonstration of 
a new photo-color process for the produc- 
tion of natural color photography was given in 
New York by the inventor, Hans Fraunhofer, 
general manager of the Wolff-Heide Film Co., 
Lt., of Berhn. Pictures may be made in- 
volving the color process without any changes 
in standard cameras or projectors, it is said. 

Fraunhofer expects to bring to this coun- 
try a feature length production done entirely 
in the new color process. 



Sentry Officials Return 
from Demonstration Trip 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— Joseph E. Cohen, 
president of the Sentry Safety Control 
Corporation, and Max Aron, secretary and 
treasurer of the company, returned today 
from Europe. They went to England some 
weeks ago on business connected with 
English and continental distribution of the 
Sentry safety control. 



Heads Film Indorsers 

(Special to Exhibitors Herald and 
Moving Picture World) 

TERRE HAUTE, April 3.— Miss Bertha 
Smith, president of the Indiana Indorsers of 
Photoplays, was re-elected unanimously at the 
annual convention in Indianapolis. 



Union Loses Suit As Theatre 
Cuts Orchestra for Vitaphone 

Musicians' Claim for Damages and Breach of Contract Is Denied 

by Board of Arbitrators in Metropolitan 

Case at Atlanta 

(By Special Correspondent of Exhibitors Herald Jind Moving Picture World) 

ATLANTA, April 3. — A decision won by the Metropolitan theatre here last 
week against the Atlanta Federation of Musicians is expected to have a far- 
reaching effect in establishing a precedent for the country on union demands 
in connection with installations of the Vitaphone. 

Claim for $7,200 Denied Union 
A claim for $7,200 by the union on a charge of breach of contract and conse- 
quent loss of salaries to musicians was denied the union by an arbitration 
group consisting of Hooper Alexander and Stiles Hopkins, Atlanta attorneys, 
and Sidney Hayles, public accountant. 

the question of what constitutes a change of 
policy. 

One of the most important witnesses was 
Willard C. Patterson, who was manager of 
the Metropolitan when the theatre originally 
inserted into its agreements with the union 
the "change of policy" clause. 



The decision is final and binding, both sides 
having agreed to abide by the ruling of the 
chosen arbitrators. Paul Donohue was coun- 
sel for the union and Sam Hewlett repre- 
sented the musicians. 

Controversy Started Year Ago 

The musicians' claim grew out of a con- 
troversy precipitated last May when the Met- 
ropolitan, following the installation of Vita- 
phone, sought to reduce its orchestra from 15 
to 11 members. The management cited the 
inauguration of Vitaphone as a change of pol- 
icy and called attention to the particular 
clause in the Metropolitan's contract with the 
union which provided that "any change of 
policy will render the contract null and void." 

Executives of the union refused to recog- 
nize the use of Vitaphone as a change of pol- 
icy and protested against reduction of the size 
of the orchestra. When several conferences 
failed, Sig Samuels, managing director, de- 
cided to drop the Metropolitan orchestra en- 
tirely and retain two organists. The union 
blocked that plan by calling out the organists. 
Ran Without Union Musicians 

There followed several weeks of non-union 
shows at the Metropolitan until the orchestra 
was restored July 25. But so far as the main 
issue was concerned — that is, the dispute as 
to what constitute a change of policy — nothing 
had been settled. 

Subsequently the union filed claims against 
the Metropolitan asking damages of $7,200. 
Practically the entire argument centered on 



Questions So Crazy 
They Win F-N Contest 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK. April 3.—M. S. 
Mock, manager of the American the- 
atre, Schaefferstown. Pa., won the $10 
Srst prize in the First National News' 
"Craziest Question Contest." with the 
question. "Must I sit in the orches- 
tra.^ I don't play" — the comment of 
a woman to whom Mock sold a ticket 
marked "Orchestra." "Do you see 
the same show from the balcony.'" 
was the question that won the second 
prize of $5, sent in by A. C. Earps, 
manager of the Auditorium. Winston- 
Salem, N. C. "Is 'Matinee' a good 
picture.'" was the question asked Jack 
Barnett, manager of the Palace. 
Clarksville, Va.. by a patron who saw 
the sign "Matinee To-Day." It won 
Barnet the third prize of $5. Fourth 
prize. $5, was awarded. "Have you 
any empty balcony seats downstairs.'" 
— the question submitted by L. L. 
Levy, manager of the Ideal. Corsi- 
cana, Tex. 



Harry Weiss New F BO 
Manager at St, Louis 

(Special to Exhibitors Herald and 
Moving Picture World) 

ST. LOUIS, April 3.— Harry Weiss, for six 
years branch manager for First National, has 
been appointed manager of the local F B O 
exchange. This is 
only Weiss' third 
n e w position in 20 
years. 

Weiss is widely 
known throughout the 
St. Louis territor>', 
and messages of con- 
gratulation are com- 
ing into his office 
from every place 
boasting a theatre. 
He has met personal- 
ly most of the exhib- 
itors he dealt with, 
his reputation being 
that of a branch 
manager who "takes 
to the road." He ser^•ed as manager and dis- 
trict manager for World Pictures Corpora- 
tion and Metro in Chicago, and in the same 
city managed the First National branch for 
six vears. 




Harry TTcUa 



Natan Making French 

Film of Joan of Arc 

(By Hail to Exhibitors Herald and 
Moving Picture World) 

PARIS. March 23. — Production of an all- 
French film telling the story of the life of 
Joan of Arc is now being undertaken by 
Xatan. Much of the picture will be filmed in 
the actual historic locale of the original 
events, and among the features will be the 
meeting of the Martyr with the Dauphin, the 
entry of Joan into Orleans, and the battle 
scenes. The scenario is by Jean Jose Frappa. 
while Marco de Gastyne will stage the pro- 
duction. The French title is "The Mar\elous 
Life of Joan of Arc: Maid of Lorraine." 



Malcolm Stuart Boylan 
Becomes Fox Film Editor 

(Spf:.-iat to Erhibilcrs Herald onj 
Miffing Picture l^'crlJ) 

HOLLYWOOD. April 3.— Malcolm Stuart 
Boylan has been made super\ising editor of 
Fox Films, according to an announcement by 
Winfield Sheehan. 



26 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Herald-World Golf Tourney May 6 



tflT The second Annual Hollywood Motion Picture Golf 
j| Tournament under the auspices of Exhibitors 
Herald and Moving Picture World will take place 
May 6 at the Riviera Golf Course. Plans were com- 
pleted today. 

Harry Rapf, associate producer of Metro-Goldwyn- 
Mayer, will serve as chairman of the committee, which 
will include among others, Al Cohn, scenarist, George 
Marshall, director, Howard Strickland, publicist, and 
Jack Boland, assistant director. Others will be added to 
the committee this week. 



^ The big trophy of the play will be the huge silver 
Jj cup which was awarded to Marshall in 1927. It is 
a perpetual trophy and must be won by Marshall two 
successive years more in order that he may keep it. 

More than 150 players entered the tournament last 
year which was held at El Caballero fields. A. H. 
Painter who was in charge of affairs at that tourna- 
ment has also been retained for the Riviera meet. 

Golf experts, and others, have just one month in 
which to polish up their playing — and their brassies, 
niblicks, putters, irons, drivers and spoons. 



\w 



THE STUDIO 



Incorporated in this department of Exhibitors Herald is the Moving Picture World department, 

"Hollywood." 



De MiUe's "Godless Girl" Done; 
Theme of Big Film Is Atheism 

Marie Prevost, in Role of Intense Emotion, Expected to Reach New 

Fame; William DeMille Cutting "Tenth Avenue;" 

M-G-M's "Diamond Handcuffs" Completed 

(Special to Exhibitors Herald and Moving Picture World) 

LOS ANGELES, April 3. — Hollywood's turnout of product last week Avas 
conspicuous by its grade, rather than by its quantity. 

Cecil B. DeMille completed, "The Godless Girl" and, in so doing, probably 
wound up his activities as a Pathe-DeMille producer. Reports, that he will 
join another big company are too persistent to be disregarded. 

Three Months With No Stop for Weather 

His work on "The Godless Girl" began the first of the year and was steadily 
pursued throughout three full months without a stop for weather, time or 
trouble. He and his cast have spent many Sundays on the job, as well as manv 
long days that ran into night. It is his big work of the year and has atheism 
as its theme. 



Aside from other optimistic expectations 
held for the picture itself, there are reports 
that it will establish its principal players in 
a light never before realized by the trade 
and fan public. Marie Prevost, who has 
been known throughout the world, for her 
parts in six-reel comedy dramas and farces, 
has a role that shows her an actress of in- 
tense emotions. This role of De Mille's 
gives her an opportunity greater than any 
in her past six years of film experience. In 
the same proportion, it will no doubt ele- 
vate her to heights before unknown for her. 

Lina Basquette's role is also destined to 
be her triumph. But Miss Basquette's 
profit can be gauged only in the fact that 
she was fortunate enough to be in the big 
De Mille picture. Her work can be ever 
90 good but she has practically no estab- 
lished clientele to surprise with her clever- 
ness. She has been in only one or two 
pictures of any consequence, and to many 
patrons and exhibitors this will be her 
"debut" in pictures. 

Eddie Quillan was known to the trade 
only as a good actor of Mack .Sennett 



comedies, but his work in thi9< picture will 
introduce him as a leading comedian of a 
noteworthy picture. He has a "pan" that 
is good for a billion laughs before his work 
is done. 

George Duryea has been known not at 
all, but his part in the picture opposite Bas- 
quette cannot help but lend him prestige. 
And of course he has a following in Eastern 
"legitimate" circles. 

With the completion of this last week 
another of the same family, William De 
Mille, completed "Tenth Avenue." Phyllis 
Haver is the feminine star of the picture. 
Joseph Schildkraut is in the leading male 
lole. It is a story of New York at night 
and has a definite place in Pathe's schedule 
where exhibitors have found a drawing in 
such films as "Underworld." 

The third picture completed last week 
and the only other ofie completed then, is 
"Diamond Handcuffs." The director is 
John McCarthy. Its quality is well sug- 
gested by the strong cast: Eleanor Board- 
man, Conrad Nagel and Niles Asther. 



Rex Bell New Staff; 
Story by Stone 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3. — Fox 
Films has "found" a new star whom 
the company will develop for big 
Western roles. His name is George 
Belden. His screen name will be 
Rex Bell. 

The first story in which he will star 
is being written by John Stone, well 
known writer of Fox and Paramount 
scenarios. 



Meighan Starts ^'Racket'' 
For Howard Hughes-P F L 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— T h o m a s 
Meighan has started work on "The 
Racket" underworld drama, and his first 
starring vehicle under his new contract with 
Howard Hughes. Lewis Milestone will 
direct. 



Thomson's Next Will Be 
Big Paramount Special 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Fred Thomson's 
next for Paramount will be one of the big 
specials of the year. In this picture Thomson 
will portray the character of Kit Carson, one 
of America's most colorful frontiersman. 



F B O Finishes 18 Scripts 
On Schedule of 1928-29 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— F B O last week 
completed production plans for its entire 1928- 
29 schedule. Of the 30 feature films, adapta- 
tions have been finished for 27. Eighteen of 
the scripts have already been finished. 



April 7, 19:8 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



27 



I 



Maria Corda Finishing 
"Tesha" for B.N.; Will 
Sail for America Soon 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Maria Corda 
will finish work on "Tesha" for British Na- 
tional Pictures early next week, the Hun- 
garian film star has informed the Herald- 
World. Madame Corda will return to Holly- 
wood April 21 to resume her work in Ameri- 
can pictures. 

Her latest appearance in America was in 
"The Private Life of Helen of Troy," which 
has been receiving highly favorable reports 
from exhibitors and the press. 

Before sailing for America April 13 she 
will stop in Paris for three or four days to 
visit friends and to transact business. 



Rot hacker Back After 

Two Weeks in Honolulu 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Watterson Roth- 
acker, managing director and vice-president 
of First National Studios, returned today 
after a two weeks' vacation, which he spent 
in Honolulu. He was accompanied on the 
trip by friends from Chicago and New York. 



Mack Sennett's New 

Studio Now Complete 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— The Mack Sen- 
nett production plant at Studio City was com- 
pleted today after a construction period of 
only 89 days. It will be turned over ready for 
occupancy tomorrow. Four months ago the 
site was a large lettuce patch. 



HOLLY- 
WOOD 




PLAZA 
HOTEL 



To Travelers This Emblem 

Means Hotel Headquarters 

In the Film Capital 

of the World 

The Hollywood Plaza is hotel head- 
quarters in Hollywood, California. 

When on your next trip to Southern 
California, make this famous hostelry 
your objective. 

Situated in the heart of Hollywood, the 
hotel is most centrally located for either 
pleasure, business or shopping in Los 
Angeles. 

Every room is a parlor during the day 
time — a luxurious sleeping quarter at 
night. In-a-Door Beds make this possible. 

Strange people, exotic sights, theatres, 
and entertainment are but a step away 
from the door of this famous hostelry. 

Write or wire us for reservations in 
advance. Appoint this hotel now as your 
headquarters while in Southern California. 

HOLLYWOOD PLAZA HOTEL 
Hollywood, Calif. 



IN CONFERENCE 



,. 



.By BOB EARLY. 



"D UMORS, rumors; and then more ru- 
-•-^ mors! It is doubtful if the rarified air 
of Hollywood has ever before been as full 
of rumors. Not the ordinary rumors of 
scandals and divorces and contract jump- 
ing; but rumors which ai?ect the future of 
nearly every one in the business. And 
there is a modicum or more of truth in- 
volved; or at least a basis for these fast 
flying and persistent reports. Back of them 
all is the menacing golden fist of Wall 
Street. It is "Wall Street demands this" 
or "Wall Street demands that." So far as 
this observer has been able to observe, Wall 
Street has been concerned chiefly with effi- 
ciency in production — cheaper production so 
that profits will be increased. Wall Street 
is interested more in cheaper pictures than 
better ones, not realizing that better pic- 
tures will bring greater profits and that the 
public is not interested in cheaper pictures 
if cheap pictures continue to mean punk 
entertainment. 

Wall Street has been concerned with the 
high salaries paid directors, actors and writ- 
ers and drastic cuts have been made in 
order to placate the powers that pay. Sal- 
aries of cameramen, cutters, stenographers 
and gate-tenders have been cut to prove to 
Wall Street that the producers mean busi- 
ness. But what has been done to better the 
product? Nothing that the naked eye can 
discern. 

The same geniuses are in charge of the 
picture making. Men drawing salaries 
many times greater than paid the president 
of the United States are sitting in judgment 
on the work of the industry's best writers 
and directors. No writer or director, no 
matter what his experience or standing can 
override the veto of the supervisor or pro- 
duction chief. And with very few excep- 
tions, no supervisor or head of produc- 
tion could qualify as a writer or direc- 
tor. The same supermen who were in 
charge of production when Wall Street 
crashed down on the industry nearly a year 
ago are still in the saddle, more contemptu- 
ous than ever of the brains they must rely 
upon. 

Some day Wall Street will demand pic- 
ture making brains instead of more rigor- 
ous taskmasters and shrewder bargainers. 
And then we'll have better pictures and 
cheaper ones as well. 



Mr. Kennedy is Busy, Thanks 

Among the most persistent rumors are 

those invoh-in'^' <tiulio mcrcrrs and the 



future of Air. C. 13. Dc Mille. No one doubts 
that young Mr. Kennedy of Boston and 
New York, representing many millions of 
what we picture folk term "mazuma," would 
like to think about a merger of F B O. 
Pathe and Universal, or even First Na- 
tional. Likewise no one doubts that Mr. 
Kennedy's chief concern at present is elimi- 
nating the elder De Mille from the Pathe 
salary roll; nor that United Artists will take 
"C. B." when he severs his present affilia- 
tion. No one believes that Mr. Kennedy 
will get his hands on Universal. 



It's Different Now 
Not so many j'ears ago picture workers 
were wont to apologize when it was dis- 
covered that they were working at the Fox 
.studio. Now they brag about it. It is quite 
likely that the Fox picture successes of the 
last two years had a great deal to do with 
the change and every one locally gives 
Winnie Sheehan most of the credit for these 
successes. It is the one studio where writ- 
ing and directorial brains are respected and 
a premium placed on expert craftsmanship. 
Sheehan had a great deal to do with the 
change in policy there, for there was a day 
when a director or a writer would be almost 
bodily ejected from the lot for questioning 
the judgment of the manager. 



Western Heroes Scarce 
The Fox chieftains have been trying fev- 
erishly to discover a successor to Tom Mix. 
The best they have done so far is to create 
a name — "Rex King." It has the same 
euphony as the name of the erstwhile Fox 
star, but they're having a helluva time get- 
ting somebody to fit it. They tried out 
one youngster and shot two-thirds of a pic- 
ture with him. Then they gave him back 
his own name — and his last $50 a week 
salarv check. 



Story Stealing Charged 
A rather sensational charge is made in 
the Bulletin of the Screen Writers' Guild, 
the local branch of the Authors' League of 
America. No names are mentioned, but 
there has been no great amount of guess- 
ing as to the meaning of the charges or the 
identity of the studio involved. The allega- 
tion made is that in order to reduce story 
costs, writers of bad repute have been en- 
gaged to plagiarize current material, such 



First National specials: 

"Private Life of Helen of Trov" 
"The Patent Leatlier Kid" 
"^ aiuping Venus'' 

All give screen credit to — 

HOWARD J. GREEN 




28 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Sheehan Is Author of Idea for 
Ford^s New Big Fox Picture 

Story to Star MacDonald; Based on New York in Early Nineties — Ti/t 

fany-Stahl Company Narrowly Escapes Shipwreck Near Catalina 

By DOUGLAS HODGES 

HOLLYWOOD, April 3. — Winfield Sheehan's own idea for a picture has 
all the earmarks of a big box office production, and his plans for it, 
as officially and unofficially announced, have intrigued directors, scen- 
arists and newspapermen who have heard them. To date the only persons 
selected for the production include Jack Ford, J. Farrell MacDonald, James 
J. K. McGinnis, Fred Stanley and James Gruen. 
T ACK FORD will direct, of course. Mac- the story has another ending. 



Donald will be starred as a. kind of "sta- 
tion house philosopher" of New York in the 
early nineties. The tentative title consists 
of the words in quotation. 

Although now vice-president of the gi- 
gantic Fox company, Winnie Sheehan can 
look back only a short time to the days 
when he was a New York news reporter — 
and, knowing ones say, a darn good one. It 
is probably those days that gave him much 
of the material which will appear in the 
story that Ford will direct for the screen. 

Ford will leave soon for Paris, Munich 
and Spain on a hurried trip before calling 
his cast together for the picture. It is be- 
lieved that his trip has a close connection 
with his affairs for Fox and probably for 
this picture. 

* * * 

Boasberg Off to Sell 22 Plays 

A lot of "ordinary" newspapers and cer- 
tain trade papers may print an item this or 
next week saying Al Boasberg, "big time" 
writer and comedian, has left the Coast for 
New York to sell 21 vaudeville acts and 
plays. Al has left. But, the remainder of 



Before leaving he finished "That Certain 
Thing" for Harry Cohn at Columbia, and 
he finished comedy construction on "He 
Learned About Women" for Bill Haines at 
M-G-M. He invented comedy gags for 
"Butter and Egg Man" and other things too 
numerous to mention. 

When he arrives in New York it will be 
another story. Al is spending four days 
and nights on a train East-bound. By the 
time he reaches New York he will have 
turned that journey into another "vaude" 
act or two. There won't be 21 acts, there 
will be 22. 

* * * 

Daphne Marquette asked for a line 
saying Winifred Dunn is adding to her 
duties as a scenarist, the duties of 
chairman of the women's executive 
committee of the Southern California 
Olympic Games committee. (But you 
can't get the name itself on one line 
can you, Mr. Marshall.^) 

* * * 

May Want "Lost World" Elephants 

Michael Curtiz has found 48 different 



A Great Response! 



" 'Four Sons' is the greatest film Ford 

has ever made . . ." 

— Exhibitors Herald and M. P. World. 

"'Four Sons' is a noble picture: it is 
a glorious and impressive tribute to 
mother-love, a great human masterpiece 
that will provoke the world's tears and 
smiles . . ." 

— Beaton in The Spectator. 

"John Ford has accomplished some- 
thing almost the equal of 'Four Sons' 
in the direction of 'Mother Machree' 
. . . filmed with rare delicacy . . ." 
— Peter Vischer in Exhibitors Herald 
and M. P. World. 



JOHN 
FORD 



Wm. Fox 

Director 



descriptions of Noah's Ark in his prepara- 
tion for the Warner Brothers picture of 
that title. Perhaps by a process of elimina- 
tion Mike has decided to use the descrip- 
tion of Josephus Flavius. Joe, it seems, has 
it that the barge was 300 cubits long and 
contained 200 animals. That's only one and 
a half cubits for each animal. 

Anyhow, how long is a cubit? Mike says 
it's the length of a forearm, and my forearm 
is a foot and a half in length. 

If he tries to get the animals into that 
small space he'll have to use animal crack- 
ers for horses. 

T-S Company Sends SOS 

The five masted schooner, George W. 
Billings came into port late last week with 
its cargo in a bad way. It had put out 
tvvo days before with a company from 
Tiffany-Stahl studios to film location scenes 
for "Stormy Waters." When the windjam- 
mer reached a point West of Catalina 
Island, a 40 mile an hour gale came up and 
the old bark began to toss. 

Eve Southern, Malcolm MacGregor, Roy 
Stewart and Director Edgar Lewis were the 
most prominent in the company which 
numbered 50. 

A tug sent word for aid to bring the 
schooner in. The actors were suffering 
from mal de mer, a vicious affliction. 

There were no casualties. 



In Conference 

^Continued from preceding page') 
as stage plays and novels for which heavy 
prices are asked. 



The Revenge Motive 

The story editor at one of the big studios 
was recently discharged for asking and ac- 
cepting a "gratuity" from a play broker. 
A few weeks later he bobbed up in New 
York as maker of a deposition against the 
same company which is involved in an im- 
portant law suit. 



Plenty of "It" 

Persons who have seen Universal's "The 
Man Who Laughs" in preview have been 
raving about the work of Olga Baclanova, 
a Russian actress, who plays the vamping 
Duchess Josiana in the Hugo classic. Olga 
came here with "The Miracle" and she is 
said to have heaps of "It." There are scenes 
in the production, however, which will un- 
doubtedly come out before George J. Pub- 
lic is permitted to see it — and Olga will be 
the chief sufferer. 



■ "U" Man Addresses Club 

NEW YORK.— Leonard Fields, Eastern scenario 
editor for Universal Pictures Corporation, addressed 
the members of the Twelfth Night Club in that or- 
ganization's New York club house last Stiaday. 
This famous club is composed of the leading women 
of the stage. Field's subject was "Writing for Mo- 
tion Pictures." 




April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



29 



THE LOBBYALBUM 

Exhibitors requesting autographed photographs 
of stars are listed with names of players below. 



RENEE ADOREE — Alburn Drace, Keytesville, Mo. 

RENEE ADOREE — F. W. Putnam, Liberty theatre, 
Beaumont, Texas. 

VILMA BANKY — Alburn Drace, KeytesviUe, Mo. 

RICHARD BARTHELMESS— Alburn Drace, Key- 
tesville, Mo. 

RICHARD BARTHELMESS— J. E. Cunningham, 
Waskanut Community House, Farnumsville, Mass. 

GEORGE BANCROFT— A Louis Ginsburg, Grand 
Theatre, Paterson, N. J. 

BILLIE DOVE— J. E. Cunningham, Waskanut Com- 
munity House, Farnumsville, Mass. 

CLARA BOW — O. A. Fosse, Community theatre, 
Ridgeway, Iowa. 

CLARA BOW — Mrs. Marion Jourdan, Majestic the- 
atre, luka. Miss. 

BELLE BENNETT — A. Louis Ginsburg, Grand the- 
atre, Paterson, N. J. 

MADGE BELLAMY — Lloyd M. Townsend, New 
Piedmont theatre, Oakland, Cal. 

WALLACE BEERY — Lloyd M. Townsend, New 
Piedmont theatre, Oakland, Cal. 

LOUISE BROOKS— H. J. Green, Gem theatre, 
Greenriver, Utah. 

DOLORES COSTELLO— A. C. Betts, Heights the- 
atre, Lumberton, N. C. 

CHARLES CHAPLIN — A. Louise Ginsburg, Grand 
theatre, Paterson, N. J. 

LON CHANEY— Geo. J. Kress, Hudson theatre, 
Rochester, N. Y. 

LEW CODY— James L. Sears, Silver Star theatre. 
Freewater, N. Y. 

JOAN CRAWFORD— F. W. Putnam, Liberty the- 
atre, Beaumont, Texas. 

JOAN CRAWFORD— J. R. Wills, Pine theatre, Mor- 
rison, Colo. 

MARION DAVIES— F. W. Putnam, Liberty thea- 
tre, Beaumont, Texas. 

BEBE DANIELS— F. W. Putnam, Liberty theatre, 
Beaumont, Texas. 

BEBE DANIELS— J. E. Cunningham, Waskanut 
Community House, Farnumsville, Mass. 

VIOLA DANA — Stella theatre. Council Grove, Kan. 

RICHARD DIX— F. W. Putnam, Liberty theatre, 
Beaumont, Texas. 

RICHARD DIX— Alburn Drace, Keytesville, Mo. 

RICHARD DIX — Emile Baumer, 567 George St., 
Peterboro, Ont., Canada. 

DOUGLAS FAIRBANKS— F. W. Putnam, Liberty 
theatre, Beaumont, Texas. 



JANET GAYNOR — A. Louis Ginsburg, Grand the- 
atre, Paterson, N. J. 

GRETA GARBO — Alburn Drace, Keytesville, Mo. 

JOHNNY HINES— A. C. Betts, Heights theatres, 
1650 Broadway, New York City. 

LLOYD HAMILTON— Lloyd M. Townsend, New 
Piedmont theatre, Oakland, Cal. 

JACK HOLT — Lloyd M. Townsend, New Piedmont 
theatre, Oakland, Cal. 

RAYMOND HATTON— Lloyd M. Townsend, New 
Piedmont theatre, Oakland, Cal. 

LLOYD HUGHES— A. C. Betts, Heights theatres, 
1650 Broadway, New York City. 

EMIL JANNINGS— A. Louis Ginsburg, Grand the- 
atre, Paterson, N. J. 

LEATRICE JOY— A. Louis Ginsburg, Grand theatre, 
Paterson, N. J. 

LAURA LA PLANTE— J. E. Cunningham, Waska- 
nut Community House, Farnumsville, Mass. 

BERT LYTELL — A. C. Betts, Heights theatres, 1650 
Broadway, New York City, 

HARRY LANGDON— A. C. Betts, Heights theatres, 
1650 Broadway, New York City. 

DOROTHY MACKAILL— A. C. Betts, Heights the- 
atres, 1650 Broadway, New York City. 

KEN MAYNARD— A. C. Betts, Heights theatres, 
1650 Broadway, New York City. 

PATSY RUTH MILLER— A. C. Betts, Heights the- 
atres, 1650 Broadway, New York City. 

CARMEL MiEYERS — James L. Sears, Liberty the- 
atre, Hiunansville, Mo. 

RAMON NOVARRO— F. W. Putnam, Liberty the- 
atre, Beaumont, Texas. 

MARION NIXON— P. L. Harvey, Silver Star the- 
atree Freewater, Ore. 

AILEEN PRINGLE — James L. Sears, Liberty the- 
atre, Humansville, Mo. 

ESTHER RALSTON— H. J. Green, Gem theatre, 
Greenville, Utah. 

GEORGE SIDNEY— A. C. Betts, Heights theatre, 
1650 Broadway, New York City. 

LEWIS STONE — A. C. Betts, Heights theatres, 1650 
Broadway, New York City. 

BLANCHE SWEET— A. C. Betts, Heights theatre, 
1650 Broadway, New York City. 

CONSTANCE TALMADGE— A. C. Betts, Heights 
theatre, 1650 Broadway, New York City. 

NORMA TALMADGE — B. T. Sutton, Pastime the- 
atre, Lumberton, N. C. 

GLEN TRYON— H. Uhlman, Opera House, Salis- 
bury Md. 

FRED THOMPSON— James L. Sears, Liberty the- 
atre, Humansville, Mo. 

FRED THOMPSON— P. L. Harvey, Silver Star 
theatre, Freewater, Ore. 

FRED THOMPSON— J. H. Klasen, Scenic theatre, 
Holdingford, Minn. 

FRED THOMPSON— H. F. Jones, Lone Star the- 
atre, Vermillion, Kan. 

VIRGINIA VALLI— A. C. Betts, Heights theatres, 
1650 Broadway, New York City. 



*'Studlo SectiOD," 

EXHIBITORS HERALD and MOVING PICTLRE 

WORLD, 
5617 Hollywood Blvd., Lob Aa^elea, Cal. 

centle:men : 

I should like to receive an auiograph»d 

photo of 

for placement in my ''Lobby Album** of stars 
whose pictures are especially popular with my 
patrons. 

(Exhibitor) - - 

(Theatre) 

(City) - -- 

(Stat.) 



Green Begins Work on 

Next Picture for Fox 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Alfred E. Green 
returned home today after spending a good 
part of a week at Palm Springs, Cal., read- 
ing the treatment of the story he will film 
next. The name of the story has been closely 
guarded, but an announcement is promised 
next week. Director Green recently completed 
cutting "Honor Bound," starring George 
O'Brien and Estelle Taylor. 



Landy Back on Job 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, AprU 3.— George Landy, 
publicity director, is back at the First National 
studios after a minor operation. 



H^m^ '■■^^^'^■- 


■ 




if 


^'^MK 


A 



ALFRED A. COHN 

FREE-LANCE WRITER 

"The Gorilla" 

"Cohens and Kellys in Paris" 

"The Jazz Singer" 

"The Cat and the Canary" 

"We Americans" 

"The Last Warning" 

5617 Hollywood Blvd., Hollywood 



^^this boy is an actor. 



99 



-W. E. Field 



B 



^^»^m 




o 



THE 
CHERO- 
KEE KID: 

Tom Tyler 
— February 25. Good 
Western for Satur- 
days. — J. L. Seiter, 
Selma Theatre, Scl- 
ma, Cal. 

THE ARIZONA 
STREAK: Tom Tyler- 
Tom has another good 
one here. A good clean 
Western. Five reels. — 
George Khattar, Khattar's 
Theatre, Sydney, Nova 
Scotia, Can. 

THE TEXAS TOR- 
NADO: Tom Tyler— 
l'\biuary 25. Tliis boy is 
an actor and a scrapper 
and most generally in a 
strong story. Western folk 
like him fine. — W. E. 
Field, Liberty Theatre, 
Greenwood, S. C. 



DESERT PIRATE: 

Tom Tvler — Febru- 
ary 10-11. Good. 
Better second night 
than first. Five reels. 
E. A. Emmert, Em- 
mert Theatre, Al- 
cester, S. D. 

LET'S GO GAL- 
LAGHER: Tom 
Tyler — Strike an- 
other good one for 
Tom and his un- 
beatable pals. Five 
reels. — George Khat- 
tar, Khattar's Thea- 
tre, Sydney, Nova 
Scotia, Can. 

THE COWBOY 
COP: Tom Tyler 
— Anotlicr good 
Western from 
Tom. Five 
reels. — 
George 
K h a t - 
tar, Khar- 
tars The- 
atre, Svd- 
noy. N.'S., 
Canada. 



TomTyler's 



next is 
Eafle's Ttlons 



ki^^tf^^i^ii^M 



30 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Y^ 



THE SHORT FEATURE 



Incorporated in this department of Exhibitors H erald is the Moving Picture World department, 
"Little Pictures with the Big Punch," which has presented news, reviews and exploitation on 

short features and serials. 



Cash in on the Short Feature 
As Golden Key to Summer Trade 

Now is the time for the alert theatre owner to begin to cash in on the par- 
ticularly high value of the Short Feature as an attraction for summer patron- 
age. In the Far West and the South that opportunity already has been 
knocking at the ticket window; in the middle and northern tier of states the 
warm days and warm nights are at hand. 

Want Light Programs in Summer 

The exhibitor who studies his patronage and its habits knows that during 
the summer months Mr. and Mrs. Public and the young Publics want their 
entertainment in light doses — not light amounts (the opposite is true) but light 
in theme. And that is the cue for the entry of the Short Feature. 

for summer patronage. Summer is a time of 
gaiety, of laughter. Happiness and cheerful- 
ness is as much a true index of summer as the 
calendar designation of June 21st. And two 
reels of laughter is just right to leave the 
patron happy and without physical exhaustion. 
There is the scenic, the picture of beauty 
with restfulness. What better can an ex- 



Is summer patronage still a problem? Yes, 
and no. It still is the problem of the ex- 
hibitor who makes no effort to outbid the 
open road and its lure for motorists. It still 
is the problem of the exhibitor who makes no 
effort to provide a theatre as comfortable as 
the out-of-doors. 

Chases Slump Bugaboo 

Summer patronage is not a problem for the 
exhibitor who installs modern ventilating and 
cooling equipment. Circuit managers long 
have realized that fact and more and more 
smaller exhibitors also have profited by that 
knowledge and the summer slump bugaboo 
is no longer feared by the theatre owner who 
fashions his program according to the de- 
mands of the season. 

The socalled legitimate stage changes its 
programs decidedly when summer arrives. 
The light, happy type of play then comes 
into its own. 

Why should not the same be true in the 
motion picture theatre to the extent of mak- 
ing more attractive the program in which the 
Short Feature holds an increasingly important 
role? 

There is the short comedy, made-to-order 



hibitor do than to bring the country mto 
the theatre? 

Comedy for Summer 

The answer is : Many will be glad to for- 
sake the roaring, sweating highway, for the 
ease and good cheer of the theatre — if the 
exhibitor books product for the purpose, and 
acquaints them of the fact. Give them 
comedies for laughs, scenics for visual com- 
fort and delight, the newsreel for action. 

There is no summer slump unless the ex- 
hibitor himself slumps, neglects to keep abreast 
of the season, to give the patron what he 
wants. 

This department will welcome comment 
from exhibitors on how they have used the 
Short Feature as encouragement for summer 
patronage. — E. A. R. 



No "May" About It in This Sales Drive 




"Trio" and "Tri- 
umph" start out 
much alike. And 
this trio is making 
the comparison 
stick in Education- 
al's playdate drive 
in the Buffalo terri- 
tory. Their aim is 
to break all records 
for May and they 
seem to be accom- 
plishing just that. 



Howard F. Brink 
Branch Manager 



E. L. Jauch 
Booker and Salesman 



Jack Lyons 
Salesman 



Short Feature 
Releases 



WEEK OF APRIL 15 

EDUCATIONAL — "Kitchen Talent," Mermaid, 

George Davis, two; "Felix the Cat in Sure-Lock 

Homes," one. 
FB O — "My Kingdom for a Hearse," Standard, two; 

"Newslaff No. 17," one. 
FOX — -"America's Little Lamb," Varieties, one. 
M-G-M — "Limousine Love," Chase. 
PARAMOUNT — "Bugs My Dear," Christie, Bobby 

Vernon. 
UNIVERSAL — "Ride 'Em Plowboy," Snappy, one; 

"The Haunted Island," No. 4, Adventure, two; 

"Taking the Count." Mike and Ike, Stern Bros., 

two; "The Gauge of Battle," Western, two. 

WEEK OF APRIL 22 

EDUCATIONAI^^"BIazing Away," Hamilton, two; 
"Hints on Hunting — A Day by the Sea," Outdoor 
Sketches, one; "OS Balance," Cameo, Monty Col- 
lins, one. 

FOX— "T Bone for Two," Van Bibber, two. 

M-G-M — "Primitive Housekeeping," Oddities; "You're 
Darn Tootin'," Stars. 

PARAMOUNT— "Goofy Ghosts," Christie, Jimmie 
Adams. 

UNIVERSAL — "One Every Minute," Snappy, one; 
"The Haunted Island," No. S, Adventure, two; 
"When George Hops," Let George Do It, Stern 
Bros., two; "Hidden Money," Western, two. 
WEEK OF APRIL 29 

EDUCATIONAI^— "Feli.x the Cat in Eskimotive," 
one; "All Bear," Curiosities, one; "Slippery Head," 
Tu.xedo, Johnny Arthur, two. 

FBO — "After the Squall Is Over," two; "Newslaff 
No. 18," one. 

FOX — -"Spanish Influence," Varieties, one. 

M-G-M — "Should Women Drive?," Davidson. 

UNIVERSAI^-"Ozzie of the Mounted," Snappy, 
one; "The Haunted Island," No. 6, Adventure, 
two; "A Big Bluff," Keeping Up with the Joneses, 
Stern Bros., two; "The Code of the Mounted," 
Western, two. 



Newspictures 



KINOGRAMS NO. 5381— Coolidge presents Con- 
gressional medal to Lindbergh at Washingtori — - 
German airman lands plane amid lofty mountains 
—"Cast-Off" horse wins $92,700 Coffroth Race at 
Mexico. 

P.\THE NEWS NO. 29 — H. L. Stimson inaugurated 
eighth American Governor General of Manila 
Islands — Afghan ruler watches^ British tanks drill 
at Bulford — Many riders tumble in England's 
great amateur "Grand National." 

FOX NEWS NO. 51 — Tragic S-4 is raised from 
Cape Cod mud — Lady Mary Bailey takes off on 
trip from England to South Africa — Fast motor- 
boats flash in Florida sun, set new records. 

PARAMOUNT NEWS NO. 71—50,000 see final 
game in National soccer championships at Germany 
Envoys of 24 countries open session of league of 
nations at Switzerland — Britain's navy honors Af- 
ghanistan's King. 

INTERNATIONAL NEWS NO. 25— Fritz Kreisler, 
renowned violinist, goes abroad with Mrs. Kreis- 
ler — Britain's Indian army in impressive defense 
test at India — Rough-Riding cadets in thrilling 
snow maneuvers at Nervy Norwich University. 

FOX NEWS NO. 52— Highest United States award 
given to Lindbergh — Women aquatic star in endur- 
ance swim at Catalina Islands — -"Crystal Pennant" 
captures Coffroth handicap at Tijuana. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



31 



W^ 



PRESENTATION ACTS 



Incorporated in this department of Exhibitors Herald is the Moving Picture World Department, 

"Stage and Pitr 

Organist Stages Novel Film Prologue 



STAGE SHOWS 

Chicago Senate 

Week Ending April 1 

This week the theatre celebrated its seventh anni- 
versary with a buge stageshow. One was in the 
form of a birthday party and the other Mark Fisher 
and his band in "Spring Fever." Julia Gerity was 
featured with a east of capable players. The Spring 
Fever show ran as follows: 

Opening: with the Gould Girls sitting in a straight 
line in front of band with Mark Fisher as they all 
sing to the tune of "Beautiful." Later going into 
a harmonica selection of "Good Old Summertime." 

After this the girls go into a dance routine that 
was very novel and cleverly executed with the aid of 
lighting effects. They closed the routine playing 
"My Wild Irish Rose" on the harmonica, with the 
green lights fading on them as they made their exits. 
This is also unique and the hormony obtained from 
the harmonicas was worthy of mention. 

Will Cowan, a clever clog dancer, came on next 
with his series of "Pat Rooney" steps that stopped 
the show. This chap was reported before, but must 
again eay that his fine rhythm will take him far 
with this sort of work. 

Julia Gerity came next with a bag full of blues 
that stopped the show cold for several minutes. 
This clever girl was also reported before and again 
proved h-er worth on this bill. 

The next number was a novelty in which the Gould 
girls imitated Mark Fisher in everything he said and 
did, causing quite a bit of comedy which later led 
them into a clever Tiller routine which enabled 
each one to display specialty ability. We must say 
that this is one of the best ballets ever seen at this 
house and due credit must go to Dave Gould for the 
unique routines. 

The next was a band number called "Sweethearts." 
in which the orchestra presented in a very clever 
way a medley of popular tunes with each member of 
the band conveying his idea of his sweetheart on 
his instrument. Considerable comedy was secured in 
this number until Caesar Petrillo played "I Ain't 
Got Nobody" on his trumpet, which led Mark Fisher 
into saying that regardless of how sad or troubled 
you may be, there is one sweetheart that you can 
depend on and that is your mother, which lead him 
into a vocal solo of "My Stormy Weather Pal." 

The number, which was written by the writer of 
"Pal of My Cradle Days," is a fine tune and has all 
the earmarks of becoming as successful as this au- 
thor's other songs. The manner in which it was used 
and the way Mark Fisher sang it, puts the routine 
over very nicely with this crowd. 

Jean Houston, a good-looking girl in a Sis Hopkins 
outfit, came on next with a series of contortionistic 
feats and acrobatic steps that were breath-taking. 
In addition to this .she proved her versatility by some 
very clever high-kicking steps which won her a 
very fine reception. 

Barton and Young, two men in a comedy talking 
and singing act, appvirently from vaudeville. olTere<i 
practically the same routine. Tlicy occupied the 
stage for several minutes and kept everybody in good 
humor. Although the little follow who plays the 
comic stretches his comedy a little too much, thoy 
were nevertheless entertaining and provetl they aNo 
had good %oices for harmony. 

Mark Fisher ngain stoppe<l up to sing ".\\v:iy 
Down South in Heaven" and "Sunshine," done in 
his typical way that has made him so well likod in 
this town. 

(Cfliitintd'il on t''f>'-' ^^^ 



A Treat for Texas 



^HP^j 


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CORNELIUS MAFFIE heard the "go west" phrase 
so many times that he decided to seek his share of 
fortune in Texas, where he is now the chief organist 
for the Publix Metropolitan theatre in Houston. — 
Maffie is from Chicago and is also a recording artist. 
Before joining Publix Maffie was one of the leading 
Radio organists in the Windy City — now he is giving 
Texas a treat with his playing. 



ORGANISTS! 

The new special .set of sliiles on "Clilo-o" 
(Song of the Swamp) — that has been 
in preparation for several weeks, is now 
ready for deluxe theatres. 
Organists who have already used it re- 
port that it is a revelation Ixith in 
beauty and artistry — and packs a 
(lynaniie punch that stops shows. 
The new version is by Walter Hirsch. 
The song is by Gus Kabn and Neil 
Aforet. 



Write" to 

VILLA MORET. INC., 

(The Voice «f the Wijit) 

Ai tliolr New York. Chlinso or Son Franrlsco CMno<n 
— oriler jixir slides— now 
Now York fhlcajfo 

1595 Broadway 504 Woods Bldrj. 

.-^an Fr.m.is. ,v 9^:. M.nrl.'n Stroet 



Full Stageshow 
Played with 
Organ Music 

Albert F. Brown, Chicago Or- 
ganist, Offers Stage Presenta- 
tion to "The Jazz Singer" 

By A. RAYMOND GALLO 

The thought of producing stage- 
prologues to motion pictures is becom- 
ing popular in the mincJs of exhibitors 
and deluxe picture house stage pro- 
ducers. At one time this was practiced 
only at premiere showings of super- 
films mostly on the West coast and 
occasionally in New York. However. 
Chicago has now seen the great possi- 
bility in this venture and this week we 
see its first work. 

Albert F. Brown, featured organist for 
Marks Brothers theatres in Chicago, has 
staged an entire prologue to the film, "The 
Jazz Singer," which is taking place this week 
at the Granada theatre, a north side deluxe 
house. This prologue is an atmospheric stag- 
ing which offers a dialogue and actual songs 
of .'\1 Jolson used in the \'itaphone arrange- 
ment accompanying "The Jazz Singer." 

The prologue is presented with a cast of 
four principals who give an exact perform- 
ance such as Jolson gives in the picture. The 
only musical accompaniment during this stage 
prologue is an organ selection by Brown. 
using Jolson's popular song hits, such as 
Back in Your Own Back Yard" and others 
tisoil in the film. 

The stageband. which is a permanent fixture 
in this house and alternates with another band 
between this theatre and the Xfarhro, also a 
Marks Brothers house, will be stationed in 
tlie pit during the entire stage prologue offer- 
ing, as well as the film showing. The music 
from this band is composed solely of numl>crs 
appropriate lor the occasion in the form of an 
overture. 

We might state that this is another form of 
a scrim-organ-solo-presentation, with a com- 
bination film prologue, that is the first of its 
kind used in this territory, to the Inrst of our 
knowledge. Brown, who always has led the 
licld in new ideas, is practically responsible 
for this presentation and fortifies our state- 
ment that plots and prologues will soon come 
into their own in deluxe picture liouscs. 

,\ similar arrangement can almost he st.iged 
with any other film which lias a tendency 
suitable for a stage production that meets 



32 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



You Can't Go Wrong 
With Any FEIST'Sonci 



■*(V)y OHIO HO(V\E." 

THERE MUST BE 

"A SILVER LINING" 
'R. A MO A) A" 
'^ SHADY TREE" 
'BABY YOUR MOTHER 
^CHANGES" 
'iFICftNTHAVE YOU" 



I VN 



1 






'iia HEAD OVER HEELSui'Si." 



KISS AND MAKE UP 
MY BLUE HEAVEN" 
THAT MELODY of LOVE 
THE SUNRISE" 



// ' 



A 



W"«;.^'^£o"°F"oa-(V)ARY? 
'WHAT'LL YOU DO? 

^"IHEN YOU'RE WITH 



SOMEBOOV ELSE 

'coquette" 
'indian cradle song" 
Vale blues" 

IHEN VOU PLAVEO 



THE ORGAN' 

'dolor.es" 

'THERE OUGHT TO BE /„ 
I A LAW AGAINST THAT/' 

'THAT'S MY MAMMY" 
'WAITIN'FOR RATY' 




LEO. FEIST, INC. 

231 w.40^"St., 
ATBW YORK, N.Y. 



with the satisfaction of the public and yet is 
within reason to stage. 

Betty Homles, the permanent prima-donna 
at this theatre, takes the part in the prologue 
that is played by May McAvoy in the film. A 
boy and Joe Manne and Bernie Grossman fill 
the other important roles. The finale ends 
with a Jewish song appropriate for the film 
and prologue. 



Presentation 

LETTERS 

In this open fomm those interested in 
presentation may discuss important matters 
bearing upon this phase of theatre entertain- 
ment. Only signed letters will be published. 



PRESENTATION ACTS — To the Editor: As a 

solo last week, I played a community set called 
"Troublee." 

This is a very fine set of slides and if applause is 
any criterion its merits were appreciated. 

Although popular songs are used, classical music 
is interwoven too, thereby pleasing all. 

I introduced the new Milton Weil numbers "My 
Baby Came Home," "In the Moonlight" and "Sweet- 
heart I'm Sorry," all good tunes especially the 
"Sweetheart" which clicked immediately. 

The singing of the audience is a feature at the 
Patio, for their encore I played "Everywhere You 
Go." — Johnny Devinc, Organist, Patio theatre, Chi- 
cago, III. 



PRESENTATION ACTS— To the Editor: Replying 
to your letter of the nineteenth of August, ye gods, 
beg to advise that I am spending a vacation here with 
Tink Humphrey for a week after which will leave for 
Youngstown and Akron to play the week of April 
first, Keith's. 

Starting the new season I shall be happy to be 
represented in your splendid magazine. I will get in 
personal touch with you at that time. 

With best wishes, please believe me to be, Yours 
sincerely — Wade Booth, Keith-Albee Circuit, Water- 
vliet, Mich. 



N. Y. Costume Company 
to Have New Home 

Earl L. Schneider, president of the New York 
Costume Company announces that their new offices 
will hereafter be on Lake near Clark Street, Chi- 
cago. An entire building will hereafter house the 
costume firm which for the last forty years has been 
one of the most principal supply houses of its kind 
in the middle West. In addition' to the renting of 
costumes for stage band presentation, they will also 
carry on their own cleaning and dyeing plant. 



Sam Fox Opens 
Office in Chicago 

Word is received from New York that the Sam 
Fox Publishing Company, publishers of motion picture 
themes and organ music for picture houses have en- 
larged their business and just recently opened a 
Chicago office in the Lyon & Healy Building. One of 
the recent publications of this firm is "Starlight and 
Tulip," which was recently featured by Jesse Craw- 
ford at the Paramount, New York. 



Murtagh Made Chief 
Organist for LoeMr 

Henry B. Murtagh, formerly solo organist of the 
Chicago theatre, Chicago, has been' appointed chief 
organist for the Loew's Presentation theatres with 
headquarters in New York. On March 17 Murtagh 
opened the new Loew house in Columbus. In the 
meantime the Capitol theatre, in New York is install- 
ing a new organ at which Murtagh will hereafter 
preside as soloist. 



Thanks! Mr. Strandt 

George F. Strandt, featured organist at the Rialto 
theatre, Marinette, Wis., states in a recent letter that 
the Presentation department is of great interest to 
him. He further states that the "Herald-World" 
ranks first in the field as a business film-trade paper. 
This is one of the many compliments and wonderful 
tributes paid to this new publication and its new 
department. 




LOS41IS 

about 
Everyone 



EASTER GREETINGS! ... As Town Cryer for 
the "Royal Order of Our Friendly Chat Club," I 
wish to extend happy thoughts to all our loyal mem- 
bers and may their bunnies run wild. . . . Oh, yes, 
first of all let me beg the Royal forgiveness for 
being absent last week, but as you all know. Spring 
is here and I am subject to its spell. . . . Before 
stating our new business let us wish our officers 
and board of governors a happy Easter, also. . . . 
Here goes the Royal cheer — Three Yum-Yums and a 
merry Razz- Berry for — Paul Ash, president ; Milton 
Charles, secretary ; Hank Lustgarten, treasurer ; Dave 
Flam, publicity director, and Sam Herman, our eer- 
geant-at-arms, for the officers. . . . Now fon the 
Board of Governors. . . . Mark PHsher, Al Belasco, 
Bennie Krueger, Henri A. Keates, Sid Berman, Al 
Beilin, Larry Spier, Cliff Hess, Milton Weil, Rocco 
Vocco, Louis McDermott, Eddie Hill and Heller & 
Riley. . . . Now let's go on with the news. . . . 
Louis Lipstone reports that Joe Kayser has changed 
his name to "Kay" and ■will be at the Midland, 
Kansas City, Mo., after this week. . . . He also states 
that Sammy Kahn has changed his name to Allan 
Kane for the new Publix house in Minneapolis. . . . 
Al Kvale -will be guest conductor of the Senate next 
week and Mark Fisher will do the same at the Nor- 
shore, both B. & K. Chicago theatres. . . . Joie 
Lichter is now at the Varsity theatre in Evanston, 
which was recently taken over by B. & K. . . . 
■Vale & Stewart now featured in "Dancing Feet," 
a Publix unit, will be featured in the Music Box 
Revue this fall. . . . Speaking of productions, another 
presentation act is creating a huge hit on Broadway 
at this minute . . . they are King & King, now ■with 
"Rain or Shine." . . . Besides George Jessel, the 
four Marx Brothers have also forsaken the produc- 
tion field for picture houses. . . . We wonder why 
all flock to presentation work. . . . Well, money is 
one reason, we are sure of that. . . . By the way, 
I almost forgot to tell you that Gilda Gray ■will 
make a tour of deluxe picture theatres, starting 
next week, in conjunction ■with her last film. . . . 
We understand that Publix have signed up R. H. 
Bumside of musical comedy fame to stage several 
units for them. . . . Our little friend Sunshine 
Sammy is one of the headliners at the Palace in 
Chicago this week. . . . Bernie Pollack, New York 
manager for the Sherman Clay Music firm, passed 
through the other day and said "Hello." . . . Harry 
Fink, their road man, said that Bernie would not 
miss a copy of "Herald-World" for anything. . . . 
Dr. Mauro-Cottone, formerly at Capitol, is now the 
featured organist of the Plaza theatre in New York. 
. . . Benold Ross, author and ■writer of special 
material for artists, has found another clever per- 
former whom he considers as good as Eddie HilL ... 
Oh, yes, Ben made Eddie with his material. . . . 
Tink Humphrey is now in complete charge of the 
Keith-Albee-Orpheum oflfices in the West. . . . While 
he is on the road for the circuit Ben Piazza will look 
after the bookings from Chicago. . . . Herb Koch is 
still at the Capitol organ in Des Moines. . . . Elaine 
Gilmore is now playing the organ at the Orpheum 
theatre in Frisco. . . . Dorothy Johnson, formerly of 
the State theatre in Oakland, is now feature organist 
of the U. C. theatre of Berkeley, Cal. . . . Harry 
Linden is the new concert conductor at Publix's new 
Portland theatre in Portland, Ore. . . . Al Dodson, 
road man for Irving Berlin just returned from a 
two months' business trip. . . . Allan Pike is the new 
organist at the American theatre in Salt Lake City. 
. . . Do you know that the Tower theatre in Chicago 
is now running a policy of pictures and musical 
stock ? . . . Also that the Ambassador will follow 
suit and that the Lawndale is giving Burlesque with 
films. . . . These are all neighborhood picture houses 
in Chicago. . ... Had lunch with Bernard Cowham 
this week and I had to pay the check. ... I hear 
that several music publishers will close their Chicago 
offices after May first. . . . Will Horwitz "flopped" as 
an M. C. at the Joe Lewis Benefit. . . . Poor Will, 
his career is all shot now. ... I understand that 
Sam Herman has a new novelty called "Hokey- 
Pokey." . . . That's all there is for this week. There 
is no more. "Passover." 




April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



33 



STAGE SHOWS 



{Continued from page 31) 

The finale took place immediately after this with 
the Gould Girls attired in spring clothes, while two 
swings decorated with flowers descended from above, 
which later went up with two girls seated, as the 
balance decorate stage around band while curtain 
was being lowered, with Fisher singing the last line 
of "Sunshine." 



New York Strand 

Week Ending April 7 

The Mark Strand Frolic is opened by the Sym- 
phony Orchestra rendering "Dance of the Hours," by 
Cecil Copping. The stageshow was another presenta- 
tion by Joseph Plankett. 

Three Singing Maids, a sister act, open with a 
singing specialty of popular songs. Their closing 
with three ragtime numbers drew polite applauee. 

Panline Alpert, the famous Victor recording artist, 
at the piano, was perhaps the hit of the bill. She, 
without doubt, is one of today's best girl pianists, 
playing popular numbers entirely and putting lots of 
pep and personality in her work. She drew big ap- 
plause and was required to give an encore, which 
was a splendid one. 

"The Dancing Gobs," consisting of eight good- 
looking young men who have both good voices and 
limber ankles, put over a serious song and a hilari- 
ous dance, both with equally as much appreciation. 

Sallie Bonner, belonging to the above-mentioned 
dancing act, led the boys through another dance 
number, giving a good impression of sailor-girls. 
The Gobs are rather tired by this time, but put over 
a third dancing bit, immediately after Sallie exile 
laughingly, and while their dance is full of fire and 
excellent determination, they feel relieved with 

Anatole Bourman, who offers "The Sailor's Horn- 
pipe" in a manner which we have never before wit- 
nessed, but hope to in the future often. 

The finale, by the entire ensemble, is put over in 
a smashing, crashing manner which leaves the audi- 
ence well pleased and determined to come next week. 



Chicago Uptown 

Week Ending April 1 

"Dancing Feet," featuring George Jessel, was the 
same unit show that played at the Chicago last week. 
Jessel went over no better than many an unknown 
has done. He sang two songs and did a monologue 
and that was all, although the house gave him an 
opportunity to do more. 

Frankie Masters and his band offer as their first 
band number a very pleasing arrangement of 
"Dolores." Frankie sings with the band entering in 
on the chorus. Then' the drummer sings a comic 
verse. College atmosphere is added with college music 
interpolated and cheers by the band. It was quite 
clever and received a good hand. 

The other band number was "Diane," which, also 
is given a fine treatment. Masters sings it with a 
young lady, and in parts the organ joins in with 
the band for good effect. The audience showed well 
their appreciation of the rendition. 

The rest of the show was the regular Publix unit 
as reported from the Chicago last week. Masters 
and his band are popular at the Uptown. 



Kansas City Pantages 

Week Ending March 31 

"Kcvelations," a musical revue, headed the stdRe 
program at the Pantages this week, featuring Mil- 




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ton Bronson, who might pass for the late Rudolph 
Valentino. A number of waltz selections are fea- 
tured in the revue. 

Edge and Meda have a comedy act which is funny, 
while Lubin, Lowrie and Andre have a dance and 
comedy turn that is funny. Bobrin Bcrta is one of 
those refined ventriloquists with a "hard boiled" 
dummy. 

The Pantages orchestra, directed by Louie Charnin- 
sky, renders popular selections as an overture. 



Indianapolis Indiana 

Week Ending March 31 

Charlie Davis and his band are featuring an ex- 
cellent jazz arrangement, and then, setting the stage 
Chinese fashion, present a play with Davis as the 
leading man. The stageshow features the Ada Kauf- 
man Girls in several dances; Bernice and Emily, an 
extraordinarily agile pair of acrobatic dancers ; Dor- 
othy Neville, soprano; Luis Ojeda and Josefina Im- 
bert, Spanish dancers ; Rae Eleanor Ball, violinist ; 
Benny and Western, a pair of dancing comedians, 
whom the audience feels disinclined to permit to 
leave the stage ; and Boyce Coombs, the well-groomed 
comedian, who appeared at the Circle theatre here 
some time ago. 



Chicago Chicago 

Week Ending April 1 

Each day motion pictures and presentation seem to 
become more necessary to each other. "The Fast 
Mail" used pictures for its prologue and showed cam- 
els, horses, boats, aeroplanes and trains in their re- 
lation to transportation, and the post office, espe- 
cially. The motion picture ended with the big loco- 
motive headed at the audience and the curtain went 
up on a dark stage with the continuation of the loco- 
motive light rushing toward the people. 

Lou Kosloff arrives with mail from various coun- 
tries, saying they are sending on entertainers from 
their homelands via many means of travel. The 
lifting of a huge English stamp, which is used as a 
sort of curtain behind the orchestra, displays the 
Foster girls from England who are ready to do some 
routine steps. More mail distributed by Kosloff to 
the boys in the orchestra, with inquiry on Kosloff's 
part as to whom mail came from, brought on indi- 
vidual numbers such as "Margie" by the banjoist, 
and "Sweet Marie" by another musician, and "O 
Kathleena" on the big bass horn. 

When the Belgian stamp went on display, Roy 
Sheldon, a most capable dancer, entertained the audi- 
ence. 

The orchestra then played "Keep Sweeping the 
Cobwebs Off the Moon" and had vocal accompani- 
ment by a singer unknown to this reporter. Myrtle 
Gordon, who evidently has seen Cuba and everything, 
as that stamp was used in conjunction with her act, 
gave as her first number, "I Ain't Taking Orders 
From No One" and displayed quite a bit of dramatic 
ability along with a good voice in her second num- 
ber, "I Ought to Hate You, But I Love You." An 
armored mail dance was then accomplished by the 
Foster Girls. 



HENRI A. KEATES 

'The Organist Who Put Community 
Singing on jff^Ss-i^^ the Map" 




Oriental Theatre, Chicago 



Eddie Hill, a comedian who fits in with any show 
be it the aristocratic Chicago or the clubby Oriental, 
looked even funnier than ever in his mail carrier's 
outfit and was the only laugh on the whole bill. He 
gave them "All Men Are Devils" in his own niatch- 
less facetiousness. His radio recitation is indescrib- 
ably funny, and he finisha; up his act with "There 
Ought to Be a Law Against That." France's stamp 
had for its companion a trio of contortionists and 
acrobats, certainly in a class by themselves (don't 
know their names; . The finale showed off the beau- 
tiful golden stage effect and used huge stamps of 
George Washington, Lincoln and another great man, 
with an electrically lighted American eagle hanging 
overhead. 



St. Louis State 



Week Ending March 30 

An "Oriental Revue" featuring Florence Bernard 
and Lillian Henry, harmony and blues singers; Buck 
and Bubbles, darkie entertainers, and the Sixteen 
Chester Hale Girls was the stage show of the week. 
Kirk Frederick's orchestral production was "The 
Swan" and it was interpreted by the Chester Hale 
Girls. Jane Overton was the prima ballerina. 



Portland Portland 

Week Ending April 4 

'The Mikado of Jazz." with Japanese finery and 
syncopated style. Bob La Salle principal laugh get- 
ter playing "Executioner and Bootlegger." Willard 
Andelin enjoyable radio inspector and traffic cop. 
Arch Gannon, tenor, portrays .Mikado's son ; Evelyn 
Vee, attractive "Yum-Yum," in song-dance with play- 
mates; Darling Twins graceful entertainers; Kimiwa 
Troupe difficult stunts ; Geisha Girls colorfuL Alex 
Hyde led stagehand; excellent. 



Atlanta Howard 

Week Ending March 31 

Van Arnam's Minstrels failed to click at the How- 
ard this week, partially due to the small favor for 
minstrels in general and, too, the mediocre material 
offered. 

Billy Henderson perhaps stands out with his dia- 
logue and short act as the best number on the bill. 

Syncr Bros, and Roberts gave some songs and steps 
which went over fairly well, but nothing to brag 
about. The University Five, harmony singers, were 
audibly received with their southern melodies. 

Ardcll gives a novelty act which the audience 
okayed. Others taking part were Pinard and Rod 
Roberts, billed fast steppers, and were, and Jimmy 
Leamy, the world's champion "Black Bottom" dancer, 
the headlines read, but the act was cut short before 
his time came. 

Ray Teal and the Howard Orchestra tried to pep 
up matters with "Let Us Smile With Y'our Um- 
brella." which already has been played to death in 
Atlanta. 

But it takes an occasional bill as this to make 
Atlanta audiences appreciate good ones when they 
appear, which is the usual thing. 



JOE KAY 


"That 
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34 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Ne^v York Paramount 

Week Ending April 7 

The widely heralded return of Paul Whiteman to 
the Paramount received bigger box-oflSce results than 
Publix expected — the house was packed, and we 
couldn't even get seats for ourselves. "Rainbow 
Rhapsody" is this week's presentation opening, with 
Tiffany-Stahl color novelty, by the Paramount Or- 
chestra, "Mission Bells," accompanied by the Para- 
mount Vocal Ensemble. 

Paul Whiteman receives a greater reception than 
is accorded most Publix units, opening his attraction 
with a band selection, with his vocal team singing 
special numbers. The band is uniformed in white 
Palm Beach outfits, and is very neatly dressed with 
stage effects to harmonize. 

O'Hanlon and Zambuni present a cornet and ac- 
cordion offering of popular numbers which starts the 
show off with a bang. 

Joe Penner, famous artist, who started the comedy 
in his "Want to buy a Duck" idea, puts a bit of 
laughter in between lines but is promptly "shooed" 
off the stage to make way for Whiteman's next num- 
ber which is set in Spanish California, his selection 
being a new and novel bit composed around all 
known Spanish-American popular songs. 

The Tamaulipas Troubadours put over a banjo- 
guitar number, in Spanish costumes with words and 
music to fit, and drew big applause on their close 
of the first chorus. They play a second chorus, in- 
troducing the Lenora Dancers, ten beautiful girls, 
offering a Spanish dance in true chorine style with 
special costumes which are made to attract and 
please. 

Then follows a solo Spanish troubadour dance by 
Amata Grassi, who throughout the entire play adds 
to the entertainment value and interest by his inimi- 
table talented singing, playing and dancing. His 
artistic work is exceptionally good. 

A conglomeration of "Blue" songs is then pre- 
sented by Paul Whiteman, a medley composed and 
arranged by the famous conductor himself. The 
opening song is "Blue Danube" followed by "Birth of 
Blues," "Rhapsody in Blue," "Waltz Bluette," "Wa- 
bash Blues," "Alice Blue Gown" and "St. Louis 
Blues." 

Joe Penner, during the entire performance offers 
irresistible bits of comedy at each short intei-mission, 
with his "bologna" bet, and others, and he is sched- 
uled to give the final touch to the show with his 
rendition of "The Three Trees" accompanied in 
burlesque fashion by Paul and his orchestra. 

Following the descriptive selection, his applause 
compelled an encore, his own song "When the Pussy 
Willow Whispers to Its Catnip," which sends his 
audience in an uproar of laughter. On the last 
chorus, the Whiteman orchestra accompanies him in 
true closing style, and this winds up the show for 
this week. 



San Francisco Warfield 

Week Ending March 30 

Rube Wolf and his super-soloists transported War- 
field theatre audiences to Holland this week in their 
musical journey around the world. The act opened 
with Rube and Rose Glesby appearing before the cur- 
tain and singing a neat introductory song. 

The curtain rose on a Holland scene, with a great 
windmill and an enormous plate in delft blue, with 
the orchestra in the costume of the country. Eight 
Sunkist beauties dressed in blue and gold, with 
wooden shoes, danced noisily and were followed by 
"The Prince of Pilsen," rendered by the band, with 
Rube playing a trumpet solo. 



Hal Sidaire, a dancing marvel, gave a lively ex- 
hibition, his act being followed by a band number, 
"Ups and Downs." This was sung by a male voice, 
then by Rose Glesby, played as a trumpet solo by 
Rube Wolf, and finally offered as a novelty number 
by members of the orchestra, who played the air on 
cowbells, each member arising as he played his notes. 

Eight Blue Devils, in reality charming girls, in 
white and blue, presented a tap dance that proved 
a marvel of precision and won a good hand. 

Jcarn Boydell, double-jointed and disjointed eccen- 
tric dancer, sang and danced in a manner which 
places her in a class by herself. She ended her act 
with the "Wooden Soldier" dance, which brought 
down the house. Rube tried the dance and one of his 
wooden shoes flew into the orchestra pit. 

Emily and Romaine offered an interesting adagio 
and the act came to an end as the great blue plate 
in the background went up, disclosing a large clock 
with pretty girls posed about it. 



Pittsburgh Penn 

Week Ending March 31 

"Hula Blues," the Publix unit at the Penn this 
week, shapes up as the best of the entire bunch seen 
at the theatre. Every act is a showstopper and 
brought the house down with solid applause. 

The opening is atmospheric with Samoans doing 
native dances with a volcano drop and effect in the 
back. 

Felicia Sorel Girls do a short dance, followed by 
Moore and Powell who play all sorts of instruments, 
including saws, balloon, etc. 

Next comes Drena Beach, who does her sensational 
"Leopard Dance," which is preceded with the "Bor- 
neo Dance," done by the girls. Drena does some 
unusual contortions and sends the patrons out 
talking. 

Fritz and Jean Hubert, in a di-unk dance, had no 
trouble stopping them at all, as both take some 
falls that look like punishment. Two encores were 
needed before the audience were satisfied. 

Ann Chang, seen here last in "Tokio Blues," and 
a favorite, did two numbers, then taking her encore 
as the finale of the show with a scenic flash. 

Overture was a Music Master reel, "Stephen Fos- 
ter," and Dick Leibert did the "human voice organ 
stop" for his solo. 



Salt Lake City Capitol 

Week Ending March 24 

The Capitol theatre, under the management of 
George E. Carpenter, offered a very attractive Fan- 
chon and Marco stage presentation billed as "Crino- 
line Days" this past week. 

Jan Rubini, who has long been recognized every- 
where as a master of the violin, was featured on this 
bill, which gave him unlimited opportunity to play 
those favorite southern melodies he knows so well 
and which blended beautifully into the spirit of the 
presentation. 

Jimmy Ray offered a dash of his original soft shoe 
dancing very entertainingly, and Duffer and Draper, 
an adagio team, were also featured. 

The Crinoline Beauties' and Fanchon and Marco's 
colorful and artistic costumes added greatly to the 
beauty of the act. 

The Varsity Beauties, another team of girls, vied 
with the Crinoline Beauties in offering the new dance 
craze, the "Varsity Drag," which is gradually taking 
first honors from the "Black Bottom" as the most 
popular novelty dance. 

Albert! and his band arranged a medley of famous 
old southern numbers which were in perfect keeping 




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with the "Idea," as well as a special arrangement of 
the "Varsity Drag." 

Alexander Schreiner, organist, also presented an 
especially arranged novelty entitled, "WTiat Are Your 
Favorite Flowers?" 

This stage presentation was offered in' connection 
with the feature picture production "Something Al- 
ways Happens" and was very well attended. 



Philadelphia Carman 

Week Ending March 31 

The Carman theatre staged a lively and diversified 
revue this week under the title, "Broadway Frolic." 
The Carman Grand Orchestra played the overture, 
"Memories of Victor Herbert." A vocalist behind the 
scenes gave added interest to the overture by singing 
a soprano solo, "Gypsy Sweetheart," accompanying 
the orchestra. 

The six English Dancing Dainties first appeared in 
picturesque rose colored costumes of ostrich plumes 
and rhinestones. The stage setting was an effective 
curtain of purple and gold. 

Maureen Englin sang in a contralto voice some 
"blues" songs of ordinary merit. She interrupted her 
song to insert a rather clever monologue, classify- 
ing the different types of men she had met in her 
search for the right man. 

Miller and Lewis, in "15 Minutes of Shore Leave." 
kept the audience laughing at their nonsensical chat- 
ter interspersed with music on a guitar and har- 
monica. 

The English Dancers again appeared in some clever 
tap dancing. Bar, Willy and Schell, light comedy 
singers, proved to be one of the most popular groups 
of entertainers. The cleverest part of their per- 
formance was their imitation of three opera singers 
singing a popular song, "Yes, We Have No Ban- 
anas Today," expressing the whole gamut of human 
emotions by their expressions and gestures, all to 
the tune of the ridiculous song. 

Kelo Brothers came on as two old, seedy-looking 
farmers, but looks were deceiving in this case, for 
the decrepit old men proved to have more pep than 
many younger ones. Their seemingly impossible 
twists and turns were received with such applause 
that they stopped the show. 

The six Banjo Buddies entertained with vooal and 
instrumental music and dancing and they certainly 
could shake a leg. 

There was an effective finale in which the English 
Dancers appeared in striking black costumes with 
rhinestones galore and high black headdresses with 
the Banjo Buddies playing furiously as intermittent 
flashes of light. 



New York Roxy 

Week Ending March 31 

The Roxy Symphony Orchestra opens the show 
this week with a medley of Al Jolson hits, in honor 
of Al Jolson, whose picture, "The Jazz Singer," is 
being shown on the same program. 

Three beautiful Wurlitzer organs are ably handled 
by three very good men, namely Lew White, C. A. J. 
Parmcntier and George Epstyne. They introduce the 
orchestral presentation of Jolson hits, assisted by the 
Roxy Jazz Chorus. 

Raump Au Jazz, by the Roxy Ballet Corps and the 
Roxyettes is a beautiful set of 24 girls, clad in brief 
but beautiful silver and red gowns — dancing on a 
slanting platfoi-m. Eighteen more sweet little things 
then appear, similarly derssed, and the whole 42 of 
them make a sparking and brilliant array of dancers. 

Koehler and Edith 




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EXHIBITORS HERALD and MOVING PICTURE WORLD 



35 



Chicago Oriental 

Week Ending March 31 

It not only was blue Monday, but blue everyday at 
the Oriental this week where Paul Ash's show, "The 
Blue Revue" held forth. Although the theme was 
blue, there was plenty of pep, and as entertainment 
it rated high. 

It opened in front of a drop made of strips of 
metallic cloth. Following a eolo by the eornetist, a 
personable young man, new on the Ash bill, sang 
snatches from "Birth of the Blues," "Blue Heaven," 
"Limehouse Blues," "So Blue" and "St. Louie Blues," 
with the Abbott Dancers performing individually for 
each tune. 

This made a good introductory for the band, which 
started off with "Limehouse Blues." On next were 
Cully and Glaire, a clever couple with banjo, uke and 
voices, the manipulation of the three bringing them 
back for two encores. The songs they pecked out and 
sang included "I've Got the Crazy Blues" and "Hen 
House Blues." 

Ash and th# band next took a turn with "I Should 
Love You but I Hate You," during which the two 
trombonists stood up for a duet and a hand. 

The Harmony Four, something a little different for 
the Oriental, held the spotlight next in front of a 
scrim. These four, violinist, cellist, pianist and 
soprano, showed good entertainment sense in their 
selection of pieces, mixing both classical and popular 
airs. A fine hand they got. 

With the conclusion of their contribution, the or- 
chestra played "Rhapsody in Blue," with the Abbotts 
doing some fine toe work in' perfect unison. 

The laugh of the bill was Freddie Martin's drunken 
gob dance and his pai-ody on a Spanish dance. The 
audience was generous with its applause, and rightly 

BO. 

Johnny Dunn showed that he knew something about 
a uke, and played it as it might be played in Japan, 
Hawaii, Philippine Islands, etc. While playing he also 
did a short tap dance, all of which brought a big 
hand. 

The band's finale was "Shaking the Blues Aw-ay," 
with the young man back on' agaim for a solo. 



Indianapolis Egyptian 

Week Ending March 24 

Something new in motion picture theatre enter- 
tainment is being offered at Zaring's Egyptian thea- 
tre by the Zaring staff entertainers, a trio of musi- 
cians and singers, including Berkie Burkette, 
organist; Walt Lalley, pianist, and Charles Barnes, 
tenor. Barnes, the latest addition to the staff, comes 
to this city direct from an engagement with Ben 
Bemie's Roosevelt Hotel band in New York. The 
trio presents a novelty number of organ, piano and 
song in which "So Tired," and "Changes" were fea- 
tured the first week. Their program also was broad- 
cast from the theatre. 



Chicago Norshore 

Week Ending March 31 

Al Kvale had a neat little show last week, with him 
and Ginger Rogers carrying the brunt of the attack, 
as it were. Then there was Billy Carpenter to assist 
them, besides a bit of serio-comic juggling. The 
ballet added a share of splendor to the proceedings, 
giving its version of "The Wobbly Walk" and later, 
at the finish, parading upon the stage down steps 
that dropped from the rear scenery, as the back drop 
rose to show suspended a girl representing the suiu 
Through it all KvaJc was active in his boyish, witty, 
yet dignified manner, foiling for the baby-talking 
Miss Rogers and by the same means, doing the other 
performers, the w'hole show, and himself a lot of 
good. (This show was previously reported when it 
played the Oriental, Chicago.) 



DAVID GOULD 

LUBLINER & TRINZ 
BALABAN & KATZ 

Production Dept. 
Chicago 



^Wuii,py%a ecfbif of ^^ 

Monthly SLIDE news 1^ 
(or and. about thcODGANIST' 




54 WQANDOlPU bl CMICACO 



Omaha Riviera 

Week Ending March 22 

"Leap Year Fancies" was the title of the stage- 
show at the Riviera under the baton of Paul Spor, 
and just as much fun is poked at leap year, so the 
entertainment during the week was of a lighter vei.i 
than usual. The light entertainment was particu- 
larly welcome after a tear or two were shed by many 
a spectator during the feature film, "The LcgioH of 
the Condemned." 

Eight Gould Girls of the chorus did plenty of leap 
year prof»osing, with Paul Spor as the foil. Another 
feature of the evening was the dLstribution of sam- 
ples during the song "Ice Cream." 

The acts on the program consisted of Louise 
Ploner, singer of popular songs ; Patti Moore and 
Sammy Lewis, singers and dancers ; Earl De Vcre, 
who played the accordion a little but joked a lot ; 
and two tumbling clowns. 

Paul Spor also took the pit orchestra through an 
Irish Phantasy, featuring some of the old time num- 
bers appropriate to the seventeenth of March. 



Chicago Sheridan 



Chicago Granada 

Week Ending April 1 

It was Charley Kaley's show last week, in both 
meanings of the term. This band-leading vocalist 
can share a bill with outstanding performers and 
yet break even with the honors. "Wibbly Wobbly" 
was the title of the presentation, and the show opened 
with the band playing "Wobbly Walk" behind the 
ballet doing such jazzy steps as may properly inter- 
pret the composition. The stage was enclosed in a 
floral border, with a fantastic back drop, while the 
musicians' stands were hung with square pennants 
bearing odd geometric "wibbly wobbly" designs. 

Kaley came in as the ballet left, taking the band 
into "Waiting for Ships That Never Come In," sing- 
ing the chorus to ardent applause. 

Doris Roche, personable maid with syncopating 
ways, sang "Stay Out of the South" and "I Got 
Everything I Want But You," taking a bow or two. 
Kaley then led the band in a straight rendition of 
"Slavish Rhapsody" — and no so-called jazz band 
could have done it better. 

Followed the Berry Brothers, two colored boys, 
who gave this bill another headlining act besides 
Fred Ardath, if applause means anything. One 
could put over comic songs with a real showmanlike 
touch, while both tap-danced right into the heart.s 
of those out front. They took bows, gave an encore, 
and took more bows. 

Fred Ardath, "drunk again," was next, and with 
the assistance of two foils, showed how entertaining 
a fictitious bottle or two can make Pred .\i-dath. 
He was the headliner and the customers had no fault 
to find with booker's judgment. 

The band concluded, Kaley singing "When You're 
With Somebody Else" and "I Still Love You, Dear." 
with the ballet coming down steps at left and right 
at the finish, as the back drop lifted, levealing a 
remaining member of the ballet poised high on a 
mounting. 



Week Ending April 1 

The show this week carries the name, "A Pot- 
pourri of Jazz," which serveu about as well as any 
name would. 

The .show opens with the Abbott dancers doinK a 
loutine btfore the band. Verne Buck announces the 
ball room danctri-, Dempsey and LaVeaux, who do a 
vo<xi waltz to the music of "Beautiful Lady." The 
number goes over well. 

This is followed with the good number, "Back in 
Your Own Back Yard," with Buck singing it and 
finishing with a few steps. There is something about 
the way Buck does his steps that brings laughter. 
It's rather hard to understand just why the spectacle 
of Buck kicking up his heels in bo funny, but it is 
and there you are. He has to repeat with his sonir 
and steps three timef. 

Then come.s Jack Waldron singing "It's Rain Rain- 
ing Tonight," with a lot of chatter, and some danc- 
ing thrown in. Some of his stuff is clever. He 
goes over better than fair. The Abbott dancers, led 
by one of the six who also sings the song, do 
"The Wobbly Walk." It is well done and gets good 
recognition. 

Dempsey and La'VeaQx are on again with a fast 
dance which they call "The Whirlwind," and the 
name fits. Good applau,se. Then comes the band 
number, "There Must Be a Silver Lining," which is 
proving so popular these days. The arrangement is 
excellent. Buck plays his \iolin and Frank Wilson 
sings it. and then several of the band boys get spoU 
for solo bits. Wilson sings it again for the encore. 

Next is a blackface team, Nixon and Sando. They 
dance, sing and wise crack. Incdentally the boy 
in the team wears one of the funniest costumes seen 
in these parts lately, and the part wherein he wears 
this dress and the two indulge in many female 
diatribes against the male sex is rippingly funny, and 
was attested by their applause. 

For the finale Waldron comes out singing "Hell* 
Montreal," with the band joining in the chorus. 
Waldron does a few steps and the Abbott dancers 
appear on upper level above band and go through 
routine, as others come out to do short bits. 



Ted Mack Gets 
New Promotion 

Ted Mack, stage band leader and master of cere- 
monies for the past year at the West Coast Cabrillo 
theatre, under Fanchon Marco direction, will assume 
the post of master of ceremonies at the West Coast 
Alexander theatre, Glendale, California, starting 
Monday, April 2. 

Ted, prior to his connection with Fanchon and 
Marco, was a member of .'^rt Landry and his band- 



Ash Discovers "Find" 

Cirilo Vergara. valet to Paul .Ash. just completed 
an oil study painting of Ash which hangs in the 
reception room of the Oriental Theatre. Chicago. On 
the strength of this Paul Ash is pcnsonally paying for 
the expenses of sending this chap to an art school. 



BERNARD COWHAM 

Still at the Oriental, Milwaukee 

Thanks to 

The Chief of Police — The Musicians' Union 

The Humane Society and the Music Publishers 



W. REMINGTON WELCH 

SOLO ORGANIST 

TIFFIN THEATRE CHICAGO 

(Solos and Coninuinity Sinps) 



HENRY B. MURTAGH 

CHIEF ORGANIST 

MARCUS LOEW CIRCUIT 

To Open New Orcjan at Capitol, New York, Soon 



36 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 




My partner, Sam Coslow, just got back from a trip 
that took him as far West afi Lincoln, Nebraska, and 
made the following observations: 

* « # 

"There seems to be an entirely different set of 
song hits in the West than there are in the East, 
although most of the Eastern hits are also fairly 
popular in the West. The only difEerence being that 
they become hits in the West much faster. 

* H: # 

I was considerably surprised to hear some great 
orchestras in some of the smaller cities. Among the 
best I heard were: the Tracy-Brown orchestra at the 
Brandeia Restaurant, Omaha, who made their first 
batch of Columbia records in Chicago a few weeks 
ago. . . . Paul Christiansen's orchestra at the Hotel 
Fort Des Moines, in Des Moines, who was selected 
by popular vote as the favorite radio orchestra of the 
U. S. A. This outfit have also broken into the re- 
cording field with a batch of Brunswick records. . . . 
Jimmy Joy and his orchestra at the Brown Hotel, 
Louisville, dispense just the same kind of syncopation 
that goes big in New York and Chicago. . . . 
Maury Sharr is the Paul Whiteman of Columbus, 
Ohio. . . . Al Kaymcns at the Swanee Ballroom, 
Washington, is one of the hottest bands I heard on 
my entire trip. They can also play nice and sweet 
when they want to." 

* * » 

Charlie Stokes, who leads the Jean Goldkette 

orchestra at the Playmore Ballroom, Kansas City, 
certainly knows how to handle a stick and should be 
a real find as Master of Ceremonies for some large 
movie house. . . . Irving Rothchild is one orchestra 
leader who opened his own night club and made a big 
success of it. His Club Avalon in St. Louis is the 
smartest gathering place in town. . . . Ray Miller 
has made himself even a more outstanding figure in 
Cincinnati than he was in New York. His orchestra 
at the Gibson Hotel sounds better than ever. . . . 
Eddie Sherwood, formerly a fellow song plugger, has 
quit the music business and opened a joy palace in 
Baltimore, known as "Sherry's." It is situated atop 
the New Stanley theatre in that city. The night I 
was in the place I hobnobbed with almost as many 
celebrities as I do in a New York night club. (I 
hope this will make Eddie take off the cover charge 
next time.) I forgot to mention that Moe Baer has 
left the Wardraan Hotel in Washington to direct the 
orchestra in the above mentioned place. He has an 
excellent band too, even though he does not plug our 
numbers as much as he should. 

* * « 

Harold Ramsay, the popular organist at the Cen- 
tui-y theatre in Baltimore, is very fortunate in secur- 
ing the services of Sam Coslow to write his special 
organ versions. ... I ran into Mort Harris at the 
new Loew house in Indianapolis where he just took 
charge of producing the units. Mort can certainly be 
depended upon to put on some "wows," judging from 
some of his productions I saw at the Capitol theatre 
in New York. 

* * * 

The big fad among the orchestras throughout the 
middle West is to tune in late at night on Guy 
l/ombardo at the Granada Cafe, Chicago, and get his 
style down pat. Lombardo is setting the pace for 
all the other middle Western orchestras, and they all 
play whatever he plays, and try to play the tunfes 
the same way as much as possible. ... I met 
Stuart Barrie, feature organist at the Ambassador 
theatre, St. Louis, and he showed roe a bookful of his 
own original organ stunts. After he let me look 
through the book I was sorry I had such a bad 
memory. 

* * * 

Jerry Marks, enterprising and handsome young 
orchefitra leader of the Tuller Hotel in Detroit, is 
spending a few days in New York City for the pur- 
pose of collecting orchestrations from the various 
publishers. So far only six have turned him down. 
Jerry, outside of being a batonslinger, is an exclusive 
Columbia recording artist, and also a music pub- 
lisher, with branch offices in Detroit and Kalamazoo. 
I might add that he plays the piano. 



2am 



Jajl>A; 



ORGAN SOLOS 



Milton' Charles (Chicago Chicago) while the organ 
ascends, strains from "When I Lost You," Irving 
Berlin's oldest and greatest song, drifted over the 
auditorium. If this organist had not played another 
thing, he would have earned his emolument for the 
week, for he surely showed the audience he knows 
his organ. However, it served to put the people in 
the right frame of mind for another Berlin song "I 
Can't Do Without you" and a follow-up of a pre- 
scription' for happiness prescribed by Al Jolson, 
"Baek in Your Own Back Yard," with "Sunshine," 
"Silver Lining" songs, that blended right in with the 
entrance of our spring days. 



Rubin "Rube" Schultz (Milwaukee Modjeska), pop- 
ular organist for Midwesco's Modjeska theatre here, 
offered for his organ revue "Rosie O'RVan," a med- 
ley of popular Irish melodies with words flashed 
upon the screen. The number included all the songs 
dear to an Irishman's heart, as well as to all music 
lovers, and went over big. 



Earl Able (Chicago Congress) — Usually when you 
go to the Congress you expect to sing, but this week's 
solo, called "Troubles," consisted of songs that are 
little known, and for that reason there was not 
much singing. If Able gets the right songs he sure 
will make the people sing, but no one can make the 
people sing if they don't know the songs. His first 
number was "La Boheme." He followed with "My 
Baby Came Home" and "In the Moon Light." For 
his concluding number Able played "Sweetheart I'm 
Sorry," a very pretty number. 



Edward K. House (Chicago Marbro) — A novelty 
stunt called "Spring Fever" was the name of this 
week's solo. Pictures of the country were flashed 
upon' the screen and House entered from the side of 
the stage, making lazy motions really creating a lot 
of interest. He played for his first number "A 
Shady Tree" and followed with "A Babbling Brook." 
A few gag slides were brought in between each 
song. He concluded his solo with "Highways Are 
Happyways." House's style of playing and singing 
at the same time is interesting, and the people seem 
to appreciate it by their applause. 



Henri Keates (Chicago Oriental) chose "Spring" 
as the theme of his good organ solo, and through- 
out played such pieces as "Flowers That Bloom in the 
Spring, Tra, La," "Silver Lining," "Let's Kiss and 
Make Up," "Hail, Hail, the Gang's All Here," "I 
Love You Only" and "My Ohio Home." While the 
singing wasn't as enthusiastic as usual, it was a good 
program of tunes. 



McNeil Smith (Chicago Marquette) called his solo 
for this week "Dancing Jamboree." . He played for his 
first number "Cloh-e." Several gag slides were 
brought in between each song that were unusually 
good. For his next number he played "She Don't 
Wanna," "Moonlit Waters," "Tomorrow," and "I 
Scream You Scream" the latter getting big applause. 
For his concluding number Smith played "A Bunga- 
low of Dreams." He received continuous applause 
for an encore, but did not take it. He looks like a 
big bet here. 



Ken Weidner (Chicago Piccadilly) offered this week 
as his organ solo a clever version on "The Beggar." 
The lyric slides explain the etoi-y and the organist 
carried on a regular convereation with his audience. 
The stunt seemed to please many. 



Jean Anthony (Chicago Marbro) offered an original 
solo stunt called "A Descriptive Travelogue of Italy." 
It opened with "The War March of Caesar" inter- 
polated with a Venetian tune. The travelogue idea 
was carried out through a placard system which gave 
the title of the various scenes and famous streets. 
''Cheri-Beri-Bee," "Gondola" and several other ap- 
propriate tunes were played including a chime effect 
for the St. Peter's Cathedral. Each week the Marbro 
audience take a trip with Anthony to Europe with 
his organ solos. 



Ramon Berry (Chicago Alamo) featured "Ramona" 
the new Spanish waltz which is the theme song for a 
picture of the same name. The slide set was clev- 
erly illustrated but it seems that this theatre does not 
appreciate music of a too-high-clase nature. However, 
Berry was well received for his efforts. 



Walter Wild and Frederick Smith (New York 
Strand) organists for the Mark Strand theatre, here, 
excel themselves this week with some new and novel 
audience numbers. They are receiving good response 
fi-om the singing public each week, and this week it 
was a battle for supremacy in sound between two 
organs, and about many hundreds of voices. 



atou-fe 

SONGS 




BEST SELLERS 

"My Ohio Home" (Leo Feist). 
"Sunshine" (Irving Berlin). 
"Among My Souvenirs" (DeSylva- 
Brown & Henderson). 

"Back in Your Own Backyard" (Irv- 
ing Berlin). 

"I Can't Do Without You" (Irving 
Berlin). 
"Beautiful" (Milton Weil). 
"Diane" (Sherman Clay) 
"Ramona" (Leo Feist). 
"Chloe" (Villa Moret). 
"Let a Smile Be Your Umbrella" 
(Henry Waterson). 

"Together" (DeSylva-Brown & Hen- 
derson). 

"Mary Ann" (Irving Berlin). 
"My Melancholy Baby" (Joe Morris). 
"Dream Kisses" (Ager-Yellen & 
Bornstein). 
"Beloved" (Irving Berlin). 
ANGEL— (Milton Weil Music Co.)— An excellent 
fox trot tune. The lyric is by a well known act 
which has played the best known houses in Chicago. 
Melody by Walter Donovan, words by Joe Burns and 
Murray Kissen. 

i^ # it 

WONDERFUL YOU— (Villa Moret, Inc.)— Milton 
Charles, one of America's leading organists, now at 
the Chicago Theatre, is responsible for the melody 
and the lyric is by Al Lewis, who will be remembered 
for his big hit "A Lane in Spain." This combination 
has turned out a very good song. 

* « * 

DOWN BY THE OLD FRONT GATE— (Austin 
Bloom & Koehler) — A song that reminds one of 
"The Old Back Porch." A very good number for 
singing orchestras. By Fred Rose, Art Kassell and 
Marty Bloom. 

* * * 

RAMONA — (Leo Feist, Inc.)— The melody of this 
number was composed by the writer of "In a Little 
Spanish Town." On the United Artist Program, 
March 29, which had one of the biggest audiences 
Radio ever had, this number was sung by Dolores 
Del Rio, the star of the photoplay of the same name 
and also played as an orchestra number by the one 
and only Paul Whiteman. 

« * # 

HIDING IN THE CORNER OF YOUR SMILE— 

(Sherman Clay & Co.) — The lyric writer wrote "Blue 
Heaven," and the melody writer composed "Char- 
maine." Together they have twined out a corking 
song. Should be a big seller. By Lew Pollack and 
George Whiting. 

* # « 

THO YOU THREW ME DOWN— (Shapiro, Bern- 
stein & Co.) — Love is love, and though not wanted 
he still hangs around. This is the story and it is 
completed with a waltz melody. By Larry Norrett, 
Morey Davidson and Carl Rupp. 

* « * 

READY FOR THE RIVER— (Villa Moret, Inc.)— 
A creepy ballad describes it best because thinking of 
the river always makes me creepy. Gus Kahn is 
responsible for the lyric and Neil Moret for the 
sad melody. 

* » * 

LITTLE GREEN WINDING LANE — (Boston 

Music Co.) — A high class number adapted for con- 
cert work by a writer who is world famous, espe- 
cially for his "Carissima" song. Words and music 
by Arthur A. Penn. 

* • * 

A COZY NEST— (Harold Rossiter Music Co.)— 

This is not a bird song. It's about two lovers who 
do not dream of mansions but are satisfied anywhere 
as long as with each other. Written as a fox trot. 
Words and music by Geo. A. Little and Fred Rose. 

* • * 

I'M CRYIN' 'CAUSE I KNOW I'M LOSING YOU 
— (Irving Berlin, Inc.) — This is a stoi-y of two sweet- 
hearts and the parting seems to hurt. A typical 
commercial song which will also make a good fox 
trot. By Cliff Friend. 

Easter Greetiners! 



j/i^ /3. 



AprU 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



S7 



^^^ 



THE THEATRE 



Incorporated in this department of practical showmanship of Exhibitors Herald are the Moving 
Picture World departments, "Selling the picture to the Public" and "Better Business Builders." 

Good Taste — The Test for Exploitation 



"A man was hired to throw a couple o 
repeated on Saturday night, the opening 
break for the picture." 

The above is from a publicity story 
sent out by one of the distributing com- 
panies in describing a stunt put over by 
a theatre in a large city. Could any 
exploitation be more unethical or in bad 
taste ? When any theatre has to resort 
to such means to draw patrons to a 
theatre, it must be in a bad way. 

The sight of a man throwing a fit is some- 
thing repulsive — a thing to be abhorred, but 
its use to bring people into a theatre for en- 
tertainment is far more repulsive. The fact 
that the man was arrested is enough to show 
the stunt was bad, yet that fact is offered as 
proof of the value of the stunt. 

Such stunts may have been in vogue 10 or 
15 years ago, but today they stand, or should 
stand, in disrepute. The first test for any 
exploitation should be, "does it violate good 
taste?" If it does, it should never be used. 
The above stunt violates every tenet of good 
taste. 

Every day one sees exploitation which has 
no excuse for being, on the grounds of de- 
cency and good taste. There is no reason why 
a theatre cannot surround itself with as much 
dignity as a bank, nor why it cannot command 
as much respect. But no theatre can do this 
and continue to use exploitation which violates 
good taste and which appeals to morbid curi- 
osity or indecency. 

Good exploitation should, and often does, 
appeal to the curiosity, but they should never 
awaken a morbid curiosity. Make your ex- 
ploitation appeal to the curiosity, which every 
normal person possesses, and to your patrons' 
sense of humor. Combine the two appeals and 
you have a perfect exploitation. 

But if your exploitation detracts from the 
respect of your theatre, no matter if it packs 
your house, it is costly and damaging. Any 
exploitation that violates good taste hurts, not 
only your own business, but the industry as 
a whole. Ask yourself this question before 
you use any exploitation : "Does it violate 
good taste?" 

High School Campaign 

To stimulate high school student patronage 
during the last weeks of school, the Texas 
theatre, San Antonio, is conducting a com- 
petition among all the high schools in the 
city to choose the best drilled R. O. T. C. 
cadet. Each school is to select its candidate, 
and each one will appear on the stage when 
the final choice is made. Each winner will 
receive a silver loving cup donated by a local 
jeweler, and the final winner will he awnrded 
a scholarship to a summer training camp. 



By Will Whitmore 

f fake fits, and when he was brought out of them, he handed out cards. This was 
date, and an officer ran him into jail. He was got out all right and it was a great 




A different type of monthly program. The Icaies arc tied togcihcr tcith a small, colored 
ribbon, the front cover being of heavy blue paper, the back cover of red. A'o ads are car- 
ried. "I believe this type of program is a new idea," says A. R. Bender of the Melba 
theatre, Cleveland, Oklahoma, its creator. "I find it more flexible tJmn the usual type of 
house organ, and as it covers an entire month's bookings, I find it not too expensiie." 

Somebody Had to Be M. B. I. No. 13; 
Eddie Kidtvell Is the Lucky Person 

M. B. I. Number 13. Well, we always did believe that mystic number was 
lucky, so we don't hesitate to name Eddie Kidwoll of the Biirford Tbeatre Com- 
pany, Arkansas City, Kansas, as M. B. I. Number 13. And beside.-*. Edtlie should 
"kidwell." His "My Best Idea" enables bim to put over n«'wsreels as a real draw- 
ing power to the theatre. 

"Mv Best Idea'' No. 1 3 

ml 

Eddie Kidicell 



By 



I have mv doubts as to being able to (lu.iliiy 
for membership in the M. B. I. Club, but I'm 
going to try. The idea below has never been 
used here before and is original with me. 

This idea was used in advertising a part of 
(Hir ncwsreel serxice. 1 happened to l>e in 
the newspaper otlice when photos of Lind- 
bergh's arrival in Mexico City arrived by air- 
mail. .\s our ncwsreel is never over four 
davs old I saw that we might he able to use 



one of the photos in some manner. I there- 
fore had one of them filed away. On the day 
we showed tlie scenes of his arri\al in the 
ncwsreel, I ran the photo in our newspaper 
ad with considerable space devoted to selling 
the ncwsreel alone. I think it repaid us in the 
added interest in the ncwsreel and I plan to 
use any other photos in a similar manner. 
.\m now looking for photos on the recent dis- 
aster near Los .Vngelcs and will send you a 
copy showing how I use them. Sorry i can- 
not send you a copy of the above, hut it is 
pasted in my scrap-book and cannot be re- 
moved. 



38 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Blonde Popularity Contest Puts 
Over "Gentlemen Prefer Blondes^ ^ 

A stunt which proved remarkably successful was used by the management of 
the Baby Grand theatre in Winter Park, Florida, in putting over "Gentlemen Pre- 
fer Blondes," the Paramount picture. H. M. Johnson, who put it over, describes 
it thus: 



"Seventeen da3's prior to play date of the 
picture, we arranged with a number of local 
merchants and with the local Chamber of 
Commerce to assist us in putting over a blonde 
popularity contest, which would culminate with 
the showing of the picture. 

"Let us s:ay right here that this picture 
played only one day in the town and this stunt 
is feasible for any exhibitor in smaller towns. 
Each of the merchants gave a prize to the win- 
ner of the blonde popularity contest and in 
addition the Chamber of Commerce gave the 
young lady a trip with expenses paid to Jack- 
sonville, where she will be guest of the Cham- 
ber of Commerce. The popularity of the 
young lady was judged by votes. Each one 
dollar purchase at any of the stores: or money 
deposited in savings account would credit 100 
votes to the purchaser's particular candidate. 

Six entrants were procured, all well known 
and extremely attractive blondes in the city. 
Votes were also obtained with every two adult 
admission tickets purchased at the theatre. 
Ample publicity was given this stunt by the 
local paper and the theatre, of course, ar- 
ranged for publicity there. The last four days 
of the contest, or the four days just prior to 
the play date of the picture, all of the con- 
testants were given tickets for the showing 
of "Gentlemen Prefer Blondes" to sell ; each 
ticket sold counting 100 votes for the seller. 

Much interest was' aroused, both locally and 
in nearby towns, over this stunt, and the 
radio station WDBO, at Orlando, broadcast 
the names of the contestants and explained 
the contest over the air, and also announced 
the winner over the air. 

On the night of the showing of the pic- 
ture, the blonde contestant having the most ■ 
votes was crowned "Winter Park's Preferred 
Blonde" on the stage of the theatre, the cere- 
monies being conducted by the mayor of the 



town. In addition to being Winter Park's pre- 
ferred, the winner received a complete outfit 
of clothes, money, a complimentary pass to 
the theatre, and a free trip to Jacksonville, 
as stated above. The girl having the second 
largest number of votes was awarded a second 
prize donated by one of the merchants, as 
was the girl receiving the third largest num- 
ber of votes. 

The stunt went over with a bang. Oper- 
ating continuous'ly from 1:00 to 11:00 p. m., 
the theatre did a nice matinee and at 7 :30 the 
S. R. O. sign had to be hung out. 



"Cohens and Kelly s^^ 
Children's Contest 

When "The Cohens and Kellys in Paris" 
played the Temple theatre, Lorain, Ohio, the 
theatre cooperated with a local newspaper on 
a contest for school children. Cash prizes and 
theatre tickets were offered for the best essays 
on what points of interest the Cohens and 
Kellys should visit in Paris. All post office 
requirements were complied with. The letters 
turned out to be of great interest and won 
the enthusiastic support of teachers of geog- 
raphy, history and literature. 

Airplane Contest 

For the run of "40,000 Miles with Lind- 
bergh," Loew's Grand theatre, Atlanta, and 
a local department store staged an airplane 
contest for boys. Prizes of $25, $15 and $10 
were awarded to the boys constructing the 
best model airplanes. Well known fliers in 
the city were chosen as judges. 



Production Hints from Edward L. Hyman 

Managing Director, Mark Strand Theatre, Brooklyn 



Beginning a new era in stage production 
for the Stanley Company, "In Granada" un- 
covered an elaborate type of unit show which 
had beautiful settings, costumes and plenty 
of excellent talent. 
This Spanish episode 
in melody and dance 
ran for 37 minutes as 
the big spot of a 
show which had Billie 
Dove in "The Heart 
of a Follies Girl" as 
the motion picture, 
augmented by the 
Topical Review and 
an overture. 

The Feature picture 
was 1 hour and 2 
minutes long, the 
Topical Review was 
12 minutes and the 
overture was 10 min- 
utes, making up a complete performance of 2 
hours and 1 minute. 

Tschaikowsky's "1812" was the overture 
played by the Famed Mark .Strand Orchestra, 
conducted by Willy .Stahl and -Sascha Kindler, 
and lighted as follows: bridge 1 deep blue 
flood, full ; dome, 2 amber floods on orchestra ; 
white on cue; ceiling spots, 2 light blues and 
2 light ambers, and blue borders. 

After the Topical Review came the "In 




Edward L. Hyn 



Granada" which opened with front draw cur- 
tains parting to show another front curtain of 
Spanish lace tinted yellow, through which the 
stage band, costumed a la toreador, could he 
seen highlighted by baby spots, seated in two 
tiers and backed up by black satin cyclorama 
upon which was silhouetted in bold colors a 
huge Spanish fan. Ground rows in front of 
each tier of musicians were painted in colors 
on black to represent draped shawls. At 
opening the spots highlighting the band were 
dimmed down as front flood came up on lace 
curtains, band playing "An Old Guitar and 
an Old Refrain." 

Gene Wallin, a young soprano, in rich 
costume, stepped in front of curtain and sang 
vocal chorus as the lace was drawn to show 
full stage. In order then came The Cansinos, 
Antonio and Catherine, in a Castilian Dance ; 
Carlo Ferretti, baritone, who sang the waltz 
song from Valverde's "La Gran Via," a 
Spanish operetta; "Gypsy Dance" by six mem- 
bers of the ballet corps ; Irving Berlin's new- 
est song, "Sunshine" as a band number; Jack 
Pepper, who had been introducing the acts, in 
vocal "Laugh Clown Laugh" ; Seven Capitol 
Accordionists, Chaz Chase, eccentric panto- 
mime; the Cansinos again in "Cape Waltz" 
and the finale by the entire company with 
Ferretti singing "Toreador Song" from 
"Carmen." 



Dignity Creating 
Advertising 



The 10 ads on the following page are all 
effective ads, yet not one of them is an ex- 
ponent of jazzy makeup. Another feature of 
these ads is prominent ; each of them has a 
very simple border, which, rather than de- 
tracting from the ad, improves it. Borders 
are tricky things to handle. They are neces- 
sary yet dangerous. 

Too often a border serves only to attract 
the attention away from the ad itself rather 
than to it. Watch the kind of borders you 
use. The type depends mainly upon two 
things — the type of ads next to yours and 
the type of copy inside your own ad. The 
ads shown here need the simplest borders pos- 
sible, just as they possess. 

Another feature of the ads is the amount 
of white space, and it is this use of white 
space which gives the ads the dignity they 
possess. Strange as it may seem, it is the 
theatres of the towns and smaller cities that 
are bringing about a new style in theatre 
advertising which champions the use of more 
white space and dignity in copy and layout. 
The deluxe theatres in our largest centers still 
stick to circus makeup in many instances but 
even these theatres are now leaning toward a 
more sane style. The advertising of Balaban 
and Katz in Chicago is a good example of 
this. Within the last few months a radical 
change has been made in this advertising with 
a trend toward more white space and simple 
layouts. 

The five ads from the Strand theatre come 
from Lexington, Kentucky, and were prepared 
by Miss Annabell Ward of the Phoenix 
Amusement company. The small one column 
ads are blacker than the others which is 
necessary for such small ads. The large three 
column ad of the Strand is pleasing to the 
eye, yet it is attractive and effective. The two 
Burford ads are from the Burford theatre, 
Arkansas City, Kansas, and were prepared by 
Eddie l-Cidwell. Eddie has been handling the 
advertising only a short time, but these two 
ads show he is on the right track. He might 
have played up the names of the stars in the 
ads just a bit more, perhaps. For instance, the 
emphasis should have been put on "Reginald 
Denny" rather than "The Cheerful Fraud," 
and the same applies to the other ad of the 
Burford. 

The two ads at the bottom come from Mor- 
ris Simms of the Brockton theatre, Brockton, 
Massachusetts, whose ads are always good. 
The usual style of Simms' ads is similar to 
the one at the right, but in the ad on the left, 
he plays up the two allied attractions as much 
or more than the picture, for in this case these 
attractions mean more than the picture to his 
patrons. Simms believes that, in general, the 
picture should be played up rather than the 
vaudeville acts. 



The "No BulV Stunt 
Still Carries a Kick 

It looks like some old stunts will never die, 
even though they are hoary with age. Take 
the "No Bull" stunt, for instance. "The The- 
atre" traced its use as far back as 1909, and 
yet it's still being used, and with good effect. 

\Vhen the Alerrill theatre, Milwaukee, ran 
the Metro-Goldwyn-Mayer picture, ""rhe 
Crowd," a truck was run through the streets 
carrying a cow with banners on each side 
reading: "'The Crowd' at the Merrill theatre 
is some show — and this is no bull !" The old 
gag had all the people in the city laughing 
and talking, and proved a great attention 
getter. 



AprU 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



39 




40 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



WC 



SERVICE TALKS 



Incorporated in this department of Exhibitors Herald^ which is a department containing news, in- 
formation and gossip on current productions, is the Moving Picture World department, "Through 

the Box Office Window.** 



MY BEST GIRL" 



I 



T is a rather pleasant human experience to 
attend a Paderewiski concert and behold an 
audience of five or six thousand people in the 
act of pretending, clamorously and well into 
dinner time, that the great pianist is as good at 
playing the piano as he ever was. It is equally 
warming to the heart to witness the similar re- 
actions of an audience attending an Ethel 
Barrymore performance, as it was, also, a Bern- 
hardt performance in the latter years of that 
star's reign. The respect for tradition, the re- 
fusal to recognize the fact that age has begun 
to leave its mark, is a tremendously satisfying 
thing. But there is a more tremendously satis- 
fying experience to be had in the entertain- 
ment world, and it is to be had wherever Miss 
Mary Pickford's "My Best Girl" is upon dis- 
play. 

I have looked at each and every one of the 
Mary Pickford pictures since they were Bio- 
graphs. In the last half-dozen years I have had 
my seat-mate (feminine) assure me that "she's 
really a grown woman, you know," and I've 
heard endless reiterations of that sentiment in- 
side and outside of the theatre. Never has 
there been visible evidence to support the state- 
ment, but the fan magazines and the fan scrap- 
books have been busy and the record was there. 
The tremendously satisfying experience to be 
had by anyone viewing "My Best Girl" is that 
of having one's seat-mate, like oneself, look 
upon the adult principal of that picture in the 
adult performance she gives and feel, all along, 
that "she's really just a little girl, you know." 
For Mary Pickford is, fan magazines and scrap- 
books to the contrary, just a little girl acting 
an adult part, and not all of the evidence in 
the world can change that fact. 

I am not among those who think of "My 
Best Girl" as Miss Pickford's first adult per- 
formance, for I remember "Daddy Long Legs" 
and the final, long sequence wherein the mati- 
nee-esque Marshall Neilan walked through in- 
numerable buckets of rainfall to clasp her to 
his manly bosom for the fadeout. Nor am I 
among those who will attempt to analyze the 
miracle by which Miss Pickford imparts to her 
beholders the impression that she is a girl of 
thirteen enacting a girl of twenty in "My Best 
Girl." But I am among those who cheer for 



By T. O. Service 

her, throw my hat in the air for her, and glory 
in whatever magic it is that she — and so clearly 
she alone^possesses. 

I believe that the young ladies more lately 
come into screen prominence, such mere girls 
as Mae Murray, Pola Negri, Corinne Griffith 
and Gloria Swanson, now have for their guid- 
ance the sterling example of Miss Pickford's 
adult performance in "My Best Girl." It is nice 
of Miss Pickford to give them this excellent 
little lesson in how to act an emotional role 
for the camera. And it is nicer of her to give 
the big, round public the best reason for going 
to the theatre that it's had in I forget how 
many years. 



'THE BIG CITY" 



I 



T is pleasant, for me at least, to see some city 
other than Chicago pictured as a place wherein 
crime is conducted. It is particularly pleasant, 
also, to see an actor like Lon Chaney doing the 
conducting. Only such an actor would have the 
good taste to reflect that crime is pretty dull 
unless it is comic, and Mr. Chaney's criminal 
exploits in "The Big City" (New York, in this 
case) are unfailingly funny. 

It is even more pleasant, perhaps, to see the 
gifted Mr. Chaney as the gifted Mr. Chaney and 
not as a dinosaur, a pygmy or the survivor of 
several major operations. At the time of "Tell 
It to the Marines" — value of which, see your 
ledger^I spent several hundred words in an 
effort to convince Mr. Chaney that he was 
plenty good enough, even better, as Mr. Chaney 
than as any of the anatomical parts thereof. I 
do not imagine that he took my counsel to 
heart, but I do imagine that he has paid some 
attention to the box office returns on "Tell It 
to the Marines," and the result is the same. In 
"The Big City" he is a whole, competent, earn- 
est actor — ^as which he has no superior to my 
knowledge unless it be (and there media are 
worlds apart) Mr. John Barrymore. 

"The Big City" is, I think, the first picture, 
unless "Chicago" got out of the studio first, 
to treat the crime theme humanly, lightly but 
not too lightly, and humorously. There is 



enough seriousness in the picture, there is the 
proper reformation and all of that, but the 
whole thing is a good-natured picture and I'm 
grateful for it. And of course I seize this op- 
portunity to repeat my former plea to Mr. 
Chaney to leave the trick makeup, henceforth, 
to those lesser actors who need something of 
the sort to get them by. Mr. Chaney quite 
emphatically does not. 



"BURNING DAYLIGHT" 

j[\NOTHER pleasant experience in an espe- 
cially pleasant week of theatre-going was en- 
countered in "Burning Daylight." I'd become 
hardened to seeing Milton Sills in wrong roles 
doing wrong things, and to be quite frank I 
figured on napping through at least the major 
portion of "Burning Daylight." You can take 
my word for it, however, that there is no 
occasion for shutting an eye while Mr. Sills 
moves through the sequences of this vehicle. 
In fact, the thing is an eye-opener in every 
sense of the word, especially for people who 
had begun, as I had, to think that Mr. Sills 
ought to return to the professorial dais and 
tell the boys and girls what a great guy he 
used to be in "Sea Hawk" days. 

This yarn begins in the Klondyke, where 
Sills is a husky prospector who crashes in big, 
and it terminates in San Francisco, where Sills 
is a big boy from the far places who has be- 
come soft and is about to be taken for his 
dough. The Klondyke stuff is excellent and 
the Frisco stuff is, if a little less colorful by 
reason of location, at least as good. The story 
looks like it might have happened, and the 
associates of Mr. Sills go along in step all the 
way. There's enough conflict, not too little or 
too much, and there's a good deal of lightly 
humorous by-play which is not without its 
effect. 

I'm glad to see Mr. Sills back on the right 
side of the picture thing. This one gives me 
the impression that he may have started in to 
think seriously about the business of filming 
stories, a business of which he should know 
considerable and one in which, if this is an 
example of what he can do when he tries, he 
should have many more years of profitable ac- 
tivity. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



41 



^^^ 



NEW PICTURES 



In "New Pictures" the EXHIBITORS 
HERALD and MOVING PICTURE 
WORLD presents in concise form infor- 
mation on current and forthcoming attrac- 
tions. 

The facts as presented will serve exhib- 
itors in booking and in the preparation of 
their advertising campaign. 

ACROSS TO SINGAPORE: Metro-Goldwyn-Mayer 
melodrama, with Ramon Navarro, Joan Crawford, 
Ernest Torrence, Frank Currier, Dan Wolheim, 
Duke Martin, Edward Connelly, and James Mason. 

Directed by William Nigh. Released 

Length _ 

TYPE AND THEME: This one takes you off 
to British Malay. Joel in charge of his father's 
ship, is in love with Priscilla, who is engaged to 
his older brother, Ma/rk. Mark is inclined to dis- 
sipate, and when Joel tries to stop him, they 
quarrel. Mark is bitter over the condition of his 
own life and the good fortune of his brother. To 
vent his feelings, he stirs up the Chinese. Joel 
arrives with aid, but Mark is gone. Believing him 
safe, Joel returns to his ship. There he is put in 
chains, and the ship is started homeward. But he 
returns, taking PrisciUa along, to find Mark. She 
falls in love with Joel, and when they find Mark 
and take him to the ship, Mark starts a mutiny. 
In the fight, Mark is killed. 

* * * 

CHINATOWN CHARLIE: First National comedy, 
with John'ny Hines, Louise Lorraine, Harry Gril>- 
bon, Scooter Lowry, Sojin, Anna May Wong, George 
Kuwa, Fred Kohler, and Jack Burdette. Directed 

by Charles Hines. Released. Length 6,365. 

TYPE AND THEME: This one was adapted 
from the stage fa/rce. As barker on a New York 
Chinatown sightseeing bus, Hines is interested in 
one of his feminine passengers who is taken 
prisoner by a ga/ng leader in the section because 
she possesses a ring said to have remarkable pow- 
ers. The comic action proceeds around Hines' 
efforts to wrest the girl from the dastard's talons, 
and while there are scenes that might do well in 
a melodra/ma, they are enacted with the levity de- 
mamded in a Hines vehicle. 

* * * 

CIRCUS ROOKIES: Mero-Goldyn-Mayer, with Karl 
Dane, George K. Arthur, Louise Lorraine, Sydney 
Jarvifl, and Fred Himes Humes. Directed by 
Edward Sedgwick. Released — Length 

TYPE AND THEME: Fun in a circus, with 
Dame and Arthur rookies again. Dane becomes 
trainer of the gorilla. Arthur is a reporter on a 
small town pa/per. And in the circus is Belle, 
aerial gymnast, whom Dane loves. Dane chases 
Arthur in front of the knife-thrower and the lat- 
ter's trousers are fastened to the board. Arthur 
shows he can dimb to the aerial trapezes. Belle 
kisses him aloft. The shock sends him falling . into 
the net. Enroute to the next town, the gorilla 
escapes and causes a bad time of it for all con- 
cerned. But Arthur brings the sittiation back to 
normalcy, while Dane flees the enraged gorilla. 



FOOLS FOR LUCK: Paramount comedy, with W. 
C. Fields, Chester Conklin, Sally Blane, Jack 
Luden, Mary Alden, Arthur Housman, Robert 
Dudley, and Martha Mattox. Directed by Charlce 

Reisner. Released _ Length 

TYPE AND THEME: Something for the comic 
firm of Fields and Conklin. But they are enemies 
in this one. Fields is a promoter of falce oil prop- 
erty. Meeting Duden, a young chap, he makes him 
manager. Conklin mistrusts Fields, but he has to 
keep quiet because Lmden, who is innocent of 
wrong-doing, is engaged to his daughter. Conklin 
huys up the fake oil land, then gets a rumor started 
that there is really oil under the soil. Fields hastily 
buys the land back and justice thus is done. 

* * * 

HORSEMAN OF THE PLAINS: Fox Western, with 
Tom Mix, Sally Blane, Heinie Conklin, Charles 
Byers, Lew Harvey, Grace Marvin, and William 

Ryno. Released _ _ Length..— 

TYPE AND THEME: Tom Mix as Tom Mix, 
not forgetting Tony. Tom (though his last name 
is Swift in this one) is to represent the O'Day 
ranch in an obstacle race. On his way to the 
ranch, he "saves" a girl from, a "runaway," only 
to be rebuked for spoiling her fun. She proves to 
be Dawn O'Day, who is trying to get the ranch 
on its feet during the illness of her father. The 
ranch is heavily mortgaged, and Tom wants to 
help her. Slie misunderstands and sends him on his 
way. But he loves her — and enters the race, know- 
ing the prize money would let her pay her debts. A 
money-lender, who wants to marry Dawn, tries to 
prevent him, but to no avail. And Tom, winning 
the race, tvins Dawn as weU. 

* * * 

LITTLE SHEPHERD OF KINGDOM COME, THE: 
First National drama, with Richard Barthelmese, 
Molly O'Day, Doris Dawson, Gardner James, Claude 
Gillingwater, Gustav von Seyffertitz, Martha Mat- 
tox, David Torrence, and Eulalie Jensen. Directed 

by Alfred Santell. Released Length 

7.700. 

TYPE AND THEME: This one recoils "Tol'able 
David" — and perhaps the exploitation wiU not 
overlook it. It was adapted from the novel so 
famous in our nation these many years. Chad, a 
waif in the hills of Kentucky, does not know who 
his father is. Following the death of the man who 
has brought him up, he goes to live imth the 
Turners. Later he is adopted by Colonel Buford. 
But that relationship ends when he joins the Union 
army in the Civil war. After the war, Buford 
discovers that Chad is his grandson, but Chad, who 
loves the daughter of the Turners, chooses her and 
the mountains. (.The war scenes are brief and 
figure little in the telling of the tale.) 

* • • 

MASKED ANGEL, THE: First Division drama, with 
Betty Compeon, Erick Arnold, Wheeler Oakman, 
Jocelyn Lee. Grace Cunard, Lincoln Plumer, Robert 
Homana, Jane Keckley. Directed by Frank O'Con- 
nor. Released Length _ 

TYPE AND THEME: Cactus Kate runs a night 
club. But this tale is not much about that. Betty 
Carlisle, one of the entertainers, takes the story into 
a more wholesome enrironmcnt. She is the favorite 
of the men patrons, which fact catiscs another en- 



tertainer to "frame" her in a robbery. Betty gets 
away, hiding in the apartment of Spence. He 
tries to attack her. She flees into a crowd visiting 
a war veterans' hospital. There she meets Jimmy, 
blind and crippled. She marries him, and by her 
faith and love, has him seeing again. She works 
in a laundry. Soon they have a little cottage. But 
Spence still pursues, threatening to disclose her 
past. At last, she bravely tells Jimmy of her life. 
He doesn't care — he loves her. "Walk to me, 
Jimmy," she bodes him. And he does. 

• • • 

MATINEE IDOL, THE: Columbia comedy-drama, 
with Bessie Love, Johnnie Walker, Lionel Belmore, 
Ernest Billiard, Sidney D'Albrook, and David Mir. 

Directed by Frank Capra. Released -' 

Length 

TYPE AND THEME: Wingate needs a novety 
act for his New York show. Motoring up-state 
icith his star comiedian, Don he g/ets stalled in a 
little town, where some natives are trying to get 
jobs in a "ham." mdodrama about the civH war. 
Don accidentally gets in line and is hired by the 
daughter of the manager. Ginger. Wingate gets 
the idea that this shotv would get 'em laughing on 
Broadway. Over Don's protests — for Don's keen 
about the girl — Wingate takes the show intact to. 
put into his production. The audience roars at the 
serious efforts of the yokels. Ginger realizes the 
deception, and the show quits to return to its 
native fields. Don goes with it, for Ginger's sake. 

• • • 

PATSY, THE Metro-Goldwyn-Mayer comedy-drama, 
with Marion Davies, Or\'ille Caldwell, Marie Dress- 
ier, Del Henderson, Lawrence Gray, and Jane 
Winton. Directed by King Vidor. Released 

— Length 7,289. 

TYPE AND THEME: This one was adapted 
from the musical comedy by the same title and 
affords a vehicle for Miss Davies. As Patricia, or 
Patsy, she is secretly in love with Tony, who courts 
Grace, her sister. Grace, however, discovers that 
she can fascinate Billy, son of an old matmate. 
Tony, in rage, endeavors to bury his grief and rage 
in his real estate business. Patty goes to work 
for him and proves to be quite sharp in the busi- 
ness. Ultimately Tony notes his reactions to the 
charm of Patsy, and deciding that it is she he 
loves, tells her so, much, much to Patsy's joy. 

• • • 

THREE SINNERS: Paramount drama, with Pola 
Negri, Warner Baxter, Paul Lukas, Anders Ran- 
dolph, Tullio Carminati, Anton Vaverka. Ivy 
Harris, William von Hardenberg, and Olga Baclan- 

ova. Directed by Roland V. Lee. Released 

Length 

TYPE AND THEME: The thoughtless indiff- 
erence of her husband. Count Wallentin, piquta 
Gerda, and when the count insists that she vimt 
her sister in Vienna, in order that he may pursue 
his political ambitions, Gcrda goes. She falls in 
love with Stanislaw, a musician, and leaves the 
train before arriving at Vienna, to go moforino 
with him. The train is rpreckrd and she is re- 
ported killed. She lets the report stand. Three 
years later, the count finds her ht^.ftrss of a French 
gambling resort. She tells him what the had done, 
and he refuses to take her back. Gcrda marries an 
American ntUlionaire to recoup her lost happiness. 



This Week's Press Sheet 



HORSEMAN OF THE PLAINS (Fox Western): If there 
is a real estate development of a new section going on in 
your community, arrange for a rodeo, amateur horse race, 
stagecoach race, or other contests of speed where no extra- 
ordinary risk of life is incurred. The event is to be planned 
for the day in advance of your opening, and the name of the 
star, picture and theatre should be coupled with real estate 
copy in all publicity and advertising. Public vehicles carrying 
the people to the event should carry signs advertising the 
picture as well as the real estate. ... In many western 
cities there are shoe stores which carry the ornamented boots 
that cowboys regard so highly. A display featuring these 
and including photos from the production should be obtainable 
where the merchant carries this type of boot. A placard can 
be placed in the merchant's window with the followmg: "For 
warmer weather, we offer the latest in new Spring modes. In 
every weather you will find excellent entertainmnt in seeing 

Tom Mix in 'Horseman of the Plains' at the -. 

theatre (Date)." . . . Run an auto tire contest. See how 



fast a man can put a new tire on. Tie up with an accessory 
dealer to give you a display in his windows. Suggested copy: 
"If you want speed in putting on a new tire be sure that you 
get (Name Dealers Tires). Come in and ask us about de- 
mountable rims, etc. If you like a picture with dash and 
speed, go to see Tom Mix in 'Horseman of the Plains' at the 

(Date)." . . . Secure a stereopticon and use it in your 

window or lobby of the theatre, using slides advertising the 
production. Show regular slides, with every few minutes one 
advertising the picture. See your local photographer if you 
have any problems about the slides. . . . Posters like the follow- 
ing should be distributed about the town: "Climb on a horse, or 
grab a taxi, but hurry to see Tom Mix in 'Horseman of the 

Plains' at the theatre " You can make 

a shadowbox for your ticket booth, lobby or window display. 
A photograph may be slid in front of the box, and an electric 
light with flasher placed at the back. Consult your electrician 
for information. 



42 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



\W 



QUICK REFERENCE PICTURE CHART 



Incorporated in this department of Moving Picture World is the Exhibitors Herald department, 

"Available Attractions.** 



The key to abbreviationt uimd In denoting the type of ptetmret 

C^-Comedy F— Farce 

D^Dramm M^IUelodrama 

R—Romante W — Wettmrn 

M y Myttery 

Where the picture is a comedy-drama, comedy melodrama, etc., 
there is a combination of these abbreviations. Stars denote 
reissues. 

The dates prior to January 7 published under the "Review" 
column are those of the issues of Moving Picture World in which 
the pictures were reviewed. The January 7 and subsequent dates 
are those of the issues of EXHIBITORS HERALD and MOV- 
ING PICTURE WORLD in which "Service Talks" have been 
published on pictures. 

The dates prior to January 7 published under the "New Pic- 
tures "column are those of the issues of EXHIBITORS HERALD 
in which "New Pictures" information was printed. The January 
7 and subsequent dates are those of the issues of EXHIBITORS 
HERALD and MOVING PICTURE WORLD in which this in- 
formation will be printed. 



Length Title and Playeri 



Releaaed 



New 
Picture! 



Reviews 



Columbia 



1927 



1927 



Released 

..Aug. 22 



Length Title and Players 

5831 Alias the Lone Wolf (D), LyteE-Wilson-. 

6843 Blood Ship, The (M), Bosworth-Logan iug. 10 

5432 By Whose Hand? (MyD), Cortez-GUbert. Sept. 15 

6628 College Here. The (CD), Agnew-Qaion Oct. 9 

6513 Fashion Madness, Windsor-Howes Dec. 8 

5645 Isle of Forgotten Women (D), Tearle-D. Sebastian-Sept. 27 

5750 Lone Wolf Returns (M), Lytell- Wilson. 

8524 Opening Night, The (D), WLndsor-J. Bowers Noy. 14 

6569 Pleasure Before Business (F), Daridson 

6892 Sally in Our Alley (M), Mason-Allen Sept. 3 

1000 Screen Snapshots 

6996 Siren, The, T. Moore-Eevier. JDec. 20 



New 
Pictures 
Jan. 7 
Dec. 3 



Reviews 
Oct. 1 
July 23 







Jan. 14 
Dec. 3 


Jan. 14 
...July" 31 






._May 14 



6436 Stage Kisses (D). Harlan-Chadwlck 

6054 Stolen Pleasures (CD), Herier ^. 

ClOS Sweet Rosie O'Grady (CD), Mason 

6357 Tigress, The (M), Holt-Eerter- 

5426 Wandering Girit (CD), Reyler-Agnew_ 

5791 Warning, The (M), Holt-Reyier 

1928 



.JJoy. 2 



Jan. 14 



Jan. 21 
Jan. 7 



_Aug. 28 
Jan. 21 



..Oct. 21 



Lady Raffles, Taylor-Drew.. 



So This Is Love, Mason-Collier 

Sporting Age, The, Bennett-Nye..- 

6047 That Certain Thing. Dana-Graves.. 



Wife's Relations, The, Mason-Glass 

Woman's Way, A, Baxtei-Livlngston... 



Jan. 25 

Feb. 6 

Mar. 2 

Jan. 1 

Jan. 13 

,. Feb. 18 



Dec. 3 

Feb. 25 
Feb. 25 
Mar. 24 
Jan. 28 
Feb. 11 



1928 



Cranfield & Clarke, Inc. 



1927 

2000 Angelus, The (D) 

J009 Real Charleston, Lesson Norelty.. 
Wooden Shoes, International 



1927 



..May 15 
..Apr. 24 
..JMay 8 



Emblem Films 



1927 

6250 Husbands or Lovers. Jannings... 



1927 



Excellent 



6980 
6805 
6912 

6792 
7393 
5337 
5867 
6750 

1928 

6400 



Back to Liberty (D). Walsh-Hall 

Bowery Cinderella. A (D). O'MaUey-Hulette 

Broadway Drifter (D). Walsh-Hal! 

Broadway Madness (D). De la Motte-Kelth 

His Rise to Fame (D). Walsh-Shaw 

Nest. The (D), Frederick-Herbert...- _ _ 

Striving for Fortune (D), Walsh-Soberts 

Your Wife and Mine (F), Haver-Holmes 

Winning Oar, The (D), Wal»b-HaU 



Satan and the Woman (D), Wlndsor-Keefe. 

Stronger Will, The (D), Marmont-Carewe 

Women Who Dare (D), Chadwlck-Delaney 



FBO 



1927 



Aflame In the Sky (M), I/uden-Lynn.. 



4768 Bandit's Son, The (W), Bob Steele.- 

4868 Boy Rider, The (W). Buzz Barton..- 

4910 Breed of Courage (D). Banger 

4837 Cherokee Kid, The (W), Tyler-Lynn- 



..Nov. 15 
.Mav 1 
..Nov. 1 
--.---.„.. 

..Aug. 1 
-Jan. 15 
-Sept. 1 
-June 1 

-Jan. 20 
..Feb. 20 
-Mar. 20 



-Dec. 18 

Nov. 20 

-Oct 23 
-Aug. 7 
_Oct. SO 



Mar. 24 



Nov. 26 



Mar. 24 
Mar. 24 
Mar. 3 
Mar. 17 



Feb. 25 
Feb 26 


1928 







1927 



Dec 10 
Dec 10 
Dec 3 



Oct. 8 



Not. 28 



Length Title and Playen 



New 
Pictures 



5701 
5093 
4754 
5723 
4913 

6300 
6507 
7014 
5240 
5665 
5186 
6481 
4536 
6515 
5181 
6807 
4924 
6680 
6885 
6412 
4949 
6140 
4721 

4941 
6004 
5476 
4886 
4565 
6388 
4892 
5807 
4898 

1928 



Clancy's Kosher Wedding (CD), (Jeorge Sidney Sept. 17 

Coward, The (D), Warner Baiter. Aug. 21 

Desert Pirate (W), Tom Tyler Dec. 25 

Don Mike (RD), Fred Thomson 



Flying U Ranch, The (W), Tom Tyler 

Gambler's Game, The (W), Tom Tyler 

Gingham Girl, The (C), Lois Wilson 

Great Mail Robbery, The (M), Von Eltz-Nelso: 

Harvester, The (D), OrviUe Caldwell 

Hook and Ladder No. 9 (D), Ed Hearne. 

In a Moment of Temptation (M), Kit Guard.. 

Jake the Plumber (C), Jesse De Vorski-^ 

Judgment of the Hills (D), Darro-VaUi 

Lightning Lariats (W), Tyler 

Little Mickey Grogan (D), FranMe Darro 

Loves of Ricardo (D), Beban ■. 

Magic Garden (D) 

Mojave Kid, The (W), Bob Steele. 

Moon of Israel (D), Maria Corda 

Mother (D), Belle Bennett 

Moulders of Men( M), Frankie Darro. 

Naughty Nannette (CD), Viola Dana. 

Not for Publication (M), Ealph Ince 

Outlaw Dog (M), Ranger 

Racing Romeo (D), Red Grange — 

Ranger of the North (D), Ranger 

Shanghaied (M), Ralph Ince — 

Silver Comes Thru, Thomson — 



Sept. 4 
Oct. 30 
Oct. 2 
Aug. 15 

Nov. 23 

Nov. 13 

Sept, 18 

Oct. 16 

Nov. 6 



Not. as 



Not. 19 
Dec 3 



Dec. 3 
Not. 12 



.-Dec 27 
.-June 17 



Dec. 17 
Dec. 31 



-Sept. 25 



-Aug. 31 



..Oct, 9 
-Oct. 19 



-Dec. 10 
Dec. 3 
Dec. 3 



Slingshot Kid, The (M), Buzz Barton. Dec. 4 

Sonora Kid (W), Tyler 

South Sea Love (D), Patsy Miller . -Dec 10 

Swift Shadow, The (D), Ranger Dec. 11 

Tarzan and the Golden Lion, A Jungle Fantasy 

When the Law Ridet (W), Tyler-Darro June 24 



Alex the Great (M). Skeets GaUaglier.- 
Bantara Cowboy (W), Buzz Barton- 



6267 
6375 



5511 



4770 
4813 



6148 
5144 



May 13 

Aug. 12 

Beyond London's Lights (M), Lee Shumway..-, Ms-t. 18 

Breed of the Sunsets (W), Bob Steele Apr. 1 

Chicago After Midnight (M), Ince-Mendez Mar. 4 

Coney Island (D), Lois Wilson Jan. 13 

Crooks Can't Win (D), Tbelma HllL-.^ Apr. 7 

Dead Man's Curve (D), Fairbanks, Jr Jan. 15 



Devil's Trade Mark (D), BeUe Bennett 

Dog Justice (D), Ranger ^ 

Driftin' Sands (W), Bob Steele 

Fangs of the Wild (D), Banger 

Fightin' Redhead (W), Buzz Barton 

Freckles (D), Stratton-Fox. Jr 

Her Summer Hero (CD), Blane- Trevor 

Law of Fear (D), Banger.. 



-.May 28 
.-.June 10 
-.Jan. 1 
--Feb. 5 
.-July 1 
-Mar. 21 
—Feb. 12 
Apr. 8 



6771 Legionnaires in Paris (C), Cooke-Guard Jan. 31 

4801 Little Buckaroo, The (W), Buzz Barton Mar. 11 

Little Yellow House, The (D) — Apr. 24 

4785 Man In the Rough (W), Bob Steele May 20 

4781 Phantom of the Range (W), Tom Tyler Apr. 22 

4884 Pinto Kid, The (W), Buzz Barton. Apr. 29 

6419 Red Riders of Canada (M), P. R. MUler Apr. 15 

4729 Riding Brigade (W), Bob Steele. — Feb. 19 

Sally of the Scandals (M), Bessie Love. July 15 

Skinner's Big Idea (M), Bryant Waskburn May 11 

47S3 Texas Tornado, The (W), Tom Tyler Jeb. 26 

Trail of Courage, The (W), Bob Steele July 8 

6329 Wallflowers (D), Trevor-Scott Feb. 13 

4805 Wizard of the Saddle (W), Buzz Barton. Jan. 22 



First Division 



1927 

5400 
5960 
5600 
5900 
5800 
5700 
5750 
6700 
6700 
5700 
5600 
5700 

1928 

5500 
6300 
6200 



Comrades. Costello-Huglies Jan. 1 

Death Valley (W), CarroU Nye Sept. 1 

Eager Lips, Garon Oct. 1 

Finnegan's Ball (C). Mack Swain Sept. 15 

Ladies at Ease (CD), Garon-Short Nov. 15 

Ladybird, Compson - Aug. 1 

Naughty, Garon -Nov. 1 

Polly of the Movies, Short-Robards. Oct. 15 

Ragtime (D), De La Motte_ Sept. 1 

Return of Boston Blackie (D), Glenn-Palmer Aug. 1 

Say It With Diamonds. Betty Compson Aug. 15 

Temptations of a Shop Girl. Compson. Nov. 1 



Fagasa, Raymond Wells 

Masked Angel. Betty Compson.- 
Souls Aflame, Raymond Wells.- 



First National 



.-Apr. 1 
— Mar. 1 
—Mar. 15 



1927 

6300 All Aboard (C), Hlnes-Murpby_ 
6333 American Beauty (CD), Dove-Hughe«-. 



6433 An Affair of the Follies (D), Dove-Hugha 
6222 Breakfast at Sunrise (CD), C. Talmadge — 
6765 Broadway Nights (D), Wilson-Hardy 



-May 8 
-Oct » 
-Feb. 13 
-Oct. 23 
-May 15 



Nov. 12 
Dec 10 



Dec 24 
Feb. 11 

Feb. 11 
Feb. 11 
Jan. 21 
Dec 17 
Feb. 11 
Dec. 17 
Mar. 3 



Dec 17 
Jan. 21 
Feb. 11 
Feb. 4 
Jan. 21 
Feb. 11 
Dec 10 



Feb. 11 
Jan. 21 
Feb. 4 
Jan. 21 



Feb. 4 



Reviews 



-Sept. 10 
-Sept. 10 



-Uu. 6 



July 80 
Jmij i 
Not. 19 
Not. 26 
-Dee. 10 



AB8. 30 



-Ang. 6 



_J«ly 9 

Mtr. 19 
—Apr. 9 
-lUy 9 
—July 2S 
-Apr. 28 



Ans. 20 
-May 28 



-Mar. e 



.Apr. 2 



1928 



Feb. 18 
Mar. U 



-Dec 24 



1927 







- Anff. Sn 




Jan, 


7 






Oct. IS 




Jan. 


7 
26 




Nov. 


Sept. 3 










1928 






1927 

Am 1 


Nov. 


19 


Oct. 22 
Mur. R 


Nov. 


12 


Nov. 28 

May a 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



43 



Length Title and Players 



New 
Pictures 



8730 

7724 

6386 

6588 

6802 

5400 

6282 

7133 

6288 

6118 

6190 

6524 

6100 

6720 

5718 

6650 

6256 

7388 

6621 

6542 

5434 

7846 

6520 

6040 

6431 

6734 

11414 

6982 

6897 

6400 

6219 

6477 

6606 

6800 

6548 

7179 

SOOO 

7400 

7419 

6774 

6668 

7833 

6380 

6324 

6409 

1928 

esoo 
6806 



Camille (D), N. Talmadge-Roland - Sept. 4 

Convoy (D), Sherman-MackaiU _ — Apr. 24 

Crystal Cup, The (D), Mackaill-Mulhaa - Oct. 16 

Dance Magic (D), Lyon-Starke June 12 

Drop Kick, The (D), Barthelmess-Kevier. Sept. 25 

Easy Pickings (MylVI), NUsson-Harlan ^^^' ^0 

Framed (D). Sills-Kingston _ - J^« 1^ 

Gorilla, The (My), Murray-Kelsey ^°''- P 



Gun Gospel (W), Maynard-Faire_ 



No7. 6 



Her Wild Oat (C), Moore-Kent Dec. 25 

High Hat (CD), Lyon-Brian _ - -^^"- H 

Home Made (C), Hines-Daw - - -.-^o'- ^" 

Lady in Ermine, The (D), C. Grifflth-Busliman. J^°- •> 

Life of Riley, The (C), Murray-Sidney ^"^p, ^ 

Lonesome Ladies (CD), NUsson-Stone 7^ •? 

Long Pants (C), Langdon-Bonner..... - _- ff- ," 

Lost at the Front (C), Murray-Sidney. ^^^ -^ 

Love Mart, The (D), Dove-Holand -t""?- ^* 

Lunatic at Large, The (C), ErroI-MackailL ^if": ^ 

Man Crazy (CD), Mackaill-MulhaU ^^^- g' 

Masked Women, The (D), NUsson-Blinn-Hansen. ^^^- g 

McFadden's Flats (C), Murray-Conklin. —June 26 

Naughty But Nice (C), Moore-Reed jj^j. 27 

Notorious Lady, The (D), Bedford-Stone Oct. 30 

No Place to Go (C), IIughes-Astor - jj^^ g 

Orchids and Ermine, Moore-Mulball -.... jj^j.' 24 

Patent Leather Kid, The (D), Batlielmess-0'Day...._jjj[, 'j^g 

Perfect Sap, The. (CD), Lyon-Starke '^^g ^ 

Poor Nut, The (C). Murray-Mulhall - 

Prince of Head Waiters (D). Stone-Tashman -jiily 17 

Red Raiders, The (W), Maynard-Drew _ g^p^ 4 

Rose of the Golden West (D), Astor-Eoland.... Oct. 2 

Sea Tiger, The (D), Sills-Astor - p-gb 27 

See You in Jail (C), Mulliall-Day_ ^pr] 17 

Smile, Brother, Smile (C), Mulliall-MackaiU -Sept. 11 

Stolen Bride, The (D), Hughes-Doye -Aug. 14 

Sunset Derby (D), Astor-CoUier. June 5 

Tender Hour, The (D), Dove-Lyon - - May 1 

Texas Steer, A (CD), Eogers-Fazenda -Dec. 4 

Three Hours (D), Grifflth-Bowers. — — Apr. 3 

Three's a Crowd (C), Langdon-McConnelL Aug. 28 

Twinkletoes, Moore-Harlan — _ 

Valley of the Giants (D), SiUs-Kenyon..... Dec. 11 

Venue of Venice (CD), Talmadge-Moreno Mar. 20 

White Pants Willie (C), Hines-Hyams _ July 24 



6344 



7331 
6485 
8188 



Big Noise, The, Conklln-White JUar. 25 

Burning Daylight, SUls-Kenyon _ Mar. 11 

Canyon of Adventure, Maynard _ _ _..Apr. 29 

Chaser, The, Langdon. _ Feb. 12 

Chinatown Charlie, Hines Apr. 15 

Flying Romeos, Murray-Sidney _ Feb. 26 

French Dressing, Warner- Wilson _ Jan. 15 

Harold Teen, Lake-Brian May 27 

Heart of a Follies Girl, Dove-Kent- Sherman JIar. 18 

Helen of Troy, Stone-Corda-Cortez _ Jan. 8 

Ladies Night, MackaiU, Mulhall Apr. 

Lilac Time, Moore-Cooper _ _ _ipr. 

Little Shepherd of Kingdom Come, Barthelmess- 

Mad Hour, O'NeU-Kent-Sherman...- JUar. 4 

Hawks Nest, The, Milton Sills May 6 

Noose, The, Barthelraess. Joyce _ Jan. 29 

Sailors' Wives, Hughes, Astor Jan. 22 

Shepherd of the Hills, Francls-O'Day _ Jan. 1 

Three Ring Marriage, Hughes-Astor. Apr. 29 

Wagon Show, The, Maynard..._ Feb. 19 

Whip Woman, The, Taylor-Moreno Feb. 5 

Yellow Lily, The, Dove-Brooks _ May 20 



1 
22 



Fox 



...May 2 
....May 21 
Oct. 29 
...Aug. 13 



Jan. 7 
Dec. 17 
Dec. 3 



...Feb. 26 
...July 9 
.Nov. 26 



1927 

5498 Ankles Preferred (CD), Bellamy....- Feb. 20 

4665 Arizona Wildcat, The (W), Tom Mls..._ Nov. 20 

6600 Auctioneer, The, Sidney Jan. 16 

4777 Blackjack (W), Buck Jones - .Sept. 25 

4656 Blood Will Tell (W), Buck Jones. - Nov. 13 

8425 Broncho Twister (W). Mix. _Mar. 13 

6078 *Cameo KIrby (D), John Gilbert - Aug. 28 

6333 Chain Lightning (W), Buck Jones - Aug. 14 

4810 Circus Ace, The, Mix...,. June 26 

4300 Come to My House (CD), Olive Borden Dec. 25 

6381 Cradle Snatchers (FC), Fazenda. -June 5 

8154 East Side, West Side (D), O'Brlen-Valll Oct. 9 

6524 Gay Retreat, The (C), Coben-McNamara _Sept. 25 

4545 Good as Gold (W), Jones June 12 

6617 Heart of Salome (MyR), Rubens May 8 

6515 High School Hero (C), Pblpps-Stuart Oct. 16 

4983 Hills of Peril (W), Jones _ - May 1 

4851 "Honor First (D), John Gilbert - _Sept 18 

6940 la Zat So? (CD). O'Brien-Ixjwe May 15 

6162 Joy Girl. The (CD), Olive Borden Sept. 18 

6599 Ladles Must Dress (CD), Virginia ValU. -Nov. 20 

6190 Last Trail (W), JIlx - - Jan. 23 

8538 Love Makes 'Em Wild (D), Harron Mar. 6 

8538 Loves of Carmen (D), McLaglen-Del Rio Sept 4 

6415 Madam Wants No Children, Cordla Apr. 3 

6440 Marriage (D), Valll Feb. 20 

6600 Monkey Talks (D), Lerner Feb. 20 

7734 Music Master (D), A. B. Franols. Jan. 23 

7677 Ono Increasing Purpose (D). Lowe J<"i. 2 

6327 Outlaws of Red River (W). Mix - 

6898 Paid to Love (D). O'Brlen-Valll Aug. 14 

5876 Pajamas (CD), Borden-Gray - — Oct. 23 

5893 Publicity Madness (CD), Moron-Lowe. -..- Oct. 2 

6480 Rich But Honest (CD). Reohe Mn5- 22 

6870 Secret Studio, The. (CD), Borden J<">e 19 

10726 Seventh Heaven, The (R). Farrell-Gaynor Oct SO 

5467 "Shame (M). John Gilbert -. — N"»- ^ 

5446 Silk Legs (CD), MadRC Bellamy.- . Dec. 18 

6000 Sliver Valley (W), Tom Mix...— _ — -....Oct I 

6702 Singed (D), Baxter-Sweet - *'"=• 21 

5412 Slaves of Beauty (D). Hcrbcrt-Tell — '""• ' 

6620 Stage Madness (D), ValU •'■•">• » 

4943 St. Almo (M), John Gilbert . Oct. 9 

10000 Sunrlsa (D), O'BrlenGaynor 



_JIar. 19 
Oct 29 
.Jan. 8 
.Oct 1 
_Sept 24 
-Apr. 9 
-June 25 



-Feb. 5 



Nov. 26 



_Jan. 22 
_Feb. 12 
-July 16 

May 14 
..Dec. 10 
-Apr. 9 
,-Aug. 20 
-Jan. 22 
...Sept. 10 
.-July 23 
.-Oct. 15 

Oct. 8 
...May 14 
-Apr. 23 
-Sept. 17 
-.Sept. 3 
...July 2 
...May 28 



Dec. 24 



...Apr. 16 
.-Jan. 1 
...Dec. 3 
May 7 
-Aug. 6 
_Apr. 16 



1928 



Mar. 10 
Feb. ii 



Mar. 10 
Dec. 24 



Dec. 17 
Feb. 4 



Dec. 10 „. 

Dec. 24 

Dec. 8 Jan. 21 



1927 



..Mar. 12 

..Nov. 19 
..Feb. 6 

Inov. 12 
..Apr. 2 



June 4 

Oct 22 

Oct. 1 

. June 11 

May 9 

Oct. 29 

May 14 



Nov. 19 



-May 21 

..Sept 24 

Dec. 17 

.Feb. 5 

Oct. 1 

Oct 8 

Apr. 16 

_F»b. ae 

.-..Mar. 5 

Jan. 22 

Jan. 15 

Apr. 23 

Aug. 6 

Dec. 10 



- June 4 

. June 25 

„M»y 28 

Not. 26 

Dec. SI 

Dec. IT Oct. 20 

....- July 16 

.....June 11 

Jin. 29 



Length Title and Players 



Released 



New 
Pictures 



Reviews 



4C75 Tumbling River (W), Tom ilii-Dawn 

4299 Truxton King, Gilbert 

C293 Two Girls Wanted (CD), Janet Gaynor — 

5510 Upstream (D), Foxe 

5020 Very Confidential (CD), Madge Bellamy..- 

4053 War Horse (W), Jones 

11109 What Price Glory (CD), McLeglen-Lowe- 

4783 Whispering Sage (W), Jones 

5629 Wizard, The (MyD), Lowe-Hyams.... 

5531 Wolf Fangs (D), Thunder (Dog) 



Aug. 21 

Oct. 30 

Sept. 11 

Jan. 30 

Nov. 6 

Feb. 6 

Aug. 28 

Mar. 20 

..Dec. 11 
.Nov. 27 



1928 

4G12 Branded Sombrero. The (W), Buck Jones 

4987 Daredevil's Reward (W), Tom Mix. 

Dressed to Kill, Lowe-Astor 

Escape, The (D), RusseU-Valli 

Fleetwing (D), Norton-D. Janis....- 

5038 Gateway of the Moon, The (D), Del lUo 

5882 Girl in Every Port, A (CD), Victor McLaglen.- 

Horseman of the Plains (W). Tom Mix 

Love Hungry (CD), Moran-Gray 

Sharp Shooters (CD), O'Brien-Moran. — - 

5629 Soft Living (CD), Bellamy-Brown 

Square Crooks, Brown-Dwan :. 

Wild West Romance (W), Rci King _- — 

Why Sailors Go Wrong, Phlpps-McNamara 

5480 Woman Wise (CD), RusseU-CoUyer_ 



....Jan. 8 

Jan. 15 

Mar. 18 

-....Apr. 1 
_...Feb. 12 
—Jan. 1 

Jan. 29 

Mar. 11 

Apr. 15 

Jan. 15 

— Feb. 5 

Mar. 4 

.....Apr. 8 

Mar. 25 

Jan. 8 





___Au^. ''7 






K-oh 12 


Vnw IJ 


ffph 10 


Jan. 14 


Apr. 9 

Dec. 3 


1928 


Feb. 11 










Feb. 25 




Jan. 28 


Jan. 21 




.Mar. 10 




Feb. 4 
Feb. 18 


Feb. 4 
Feb. 18 









Jan. 28 



Gotham 



1927 

6987 
5800 

eooo 

6200 
5950 
6500 
6700 
0750 

1928 

6000 
6000 
5900 



Blondes by Choice (0). Claire Windsor...- -.-.Oct 1 Dec 31 

Cheer Leader, The (CO), Graves-Olmstead— .Nov. 15 

Final Extra (M), De La Motte — — 

'Frisco Nights (D). Percy Marmont X>ec. 1 Dec 10 

Girl from Rio, The (D). Carmel Myers -....5ept 1 Nov. 26 

Heroes of the Night (M), Landls-Nixon..- 

Rose of Kildare, The (D), Helene Cbadwick. 4ug. 15 -N'ov. 19 

Satin Woman, The (0), Mrs. WaUace Reld -Aug. 1 Not. 19 

Bare Knees (D). Mae Busch Feb. 1 Jan. 7 

Chorus Kid. The (D). Myma Loy Apr. 1 Mar. 24 

Turn Back the Hours (M), All star -Mar. 1 Feb. 11 



Krelbar Productions 



1927 

6199 Broadway After Midnight, Betz.. 



Metro-Gold\v>'n-Mayer 



1927 

6667 

4709 

6312 

8730 

6439 

12000 

12550 

5902 

5821 

6050 

6126 

7395 



Adam and Evil (CD), Cody-Prlngle 
Adventurer, The (W), Tim McCoy.. 
After Midnight (D), Shearer-Gray...- 

Annie Laurie (D), Lillian Gisb 

Becky (CD), Sally O'Nell... 



.Aug. 27 



.Aug. 20 



Ben Hur (M). Ramon Novarro 

Big Parade, The (M), GUbert-Adoree 

Body and Soul (D), L. Barrymore- 



..Oct 1 



6886 
6408 
4658 
6909 
8156 
6646 
6088 
5687 
6110 
5291 
62S0 
5957 
7603 

6337 
6581 
6640 
6309 
7SG5 
62S0 
r.705 
6203 
0273 
5252 
6160 
7809 
B657 
6517 



.. Sept 17 
-Not. 12 
.. Oct 8 
- Sept 10 
-.Oct. 1 

Bugle Call. The (0), Jackie Coogan Aug. 6 

Buttons (CD). Jackie Coogan _ Dec 24 

Callahans and Murphys (CD), Dressler-Moran. June 18 

Captain Salvation (M), Hanson — — May 14 

Certain Young Man, A (D), Novarro-Adoree 

Demi-Bride (CD). Shearer Feb. 19 

Fair Co-ed. The (CD), Marion Darles Oct 15 

Foreign Devils (W). Tim McCoy _ Sept 3 

Frisco Sally Levy (C). O'Nell Apr. 2 

Garden of Allah, The (D), Tcrry-Petrolvtcb...- — Nov. 5 

In Old Kentucky (D), H. CosteUo Oct. 29 

Little Journey (CD), All star Jan. 1 

London After Midnight (D), Lon Chancy J>ec 3 

Lovelorn, The, SaUy O'NelL J>ec 17 

Lovers (D). Novarro-Ttrry Apr. 9 

Man. Woman and Sin (D), John Gilbert __Not. IS 

Mockery (M), Lon Chancy Aug. IS 

Mr. Wu (M), Lon Chancy Mar. 26 

Quality Street. Davies-Nagel T'*c. SI 

Red Mill (C), Davles..... J»n- 18 

Road to Romance, The (0), NoTirro-D»T Sept 14 

Rookies (C). Dane- Arthur Apr. SO 

Show, The (M), Gilb<-rt-Adoree._ J»n- M 

Slide. Kelly. Slide (CO). Halncs-O'Nell Mar. 12 

Spoilers of the West (W), McCoy-Daw !>«■ 10 

Spring Fever (C), WlUlam Haines Oct. 22 

Taxi Dancer (D). Cr»wford-0. Moore. Felx 8 

Tea (or Three (C). Cody-Prlnglo Dec 10 

Thirteenth Hour, The (D). Lionel BarnTnorc... Not. 36 

Tiltle the Toiler (C). Davlee. M»T « 



Not. 26 



Nov. 26 



Not. 19 
Not. 26 



Dec IT 
Dec 31 



Dec S 



Not. 19 



Not. 12 



Dec 24 
Dec 3 



Twelve Miles Out (M). Oabcrt 

Understanding Heart (D). Cr»wfotd_ 
Unknown, The (M), Chaney 



„. July 9 

. Feb, 28 

June 4 



1928 

Baby Mine. Arthur-Dane. Jan. 11 

C83S Bio City. The. rhaney-CompMin-DiT Feb. 18 

- Bringing Up Father. Farrell-Mcran-CMmstead itar. IT 

Co««iick«. The. Adoro-OUbort-Torrrnce. Apr. 14 

8548 Crowd. The, Boardnian-Murrar-noach Mar. S 

7300 Divine Women, O.irhoHsnsonShermaa. Jan. 14 

- Enemy. The. Glsh-n«ne-Forbc.« Ape. 14 

Forbidden Hours (D). NoTarroAiloree- J»n- T 

7743 Latest from Paris, The. Shftn-r-Forhe* Fet>. 4 

Laugh. Clown. Laugh. Chanor-Murpby-Hlsle Apr. T 

Law ol the Range. McCoy ■ Crawfor rt . .. . Jan. 21 

Love. OarlKvOIUwrt J»n- 1 

- Paliy. The, Davles Calilwell-OraT Mar. 10 

Roto M.irle, CrawfonlXturrar , , FeK 11 

647(1 Sm.irf Srt. Malnr.PjvlIolt-nosTrorth. Frtv 25 

9568 Student Prince. The (R). NoTarro-Sheuw J*"- !• 

6901 Under the Black Eagle. FortMa-ralrbaaks-Doc 

Flash - Mar. SI 

81S4 West Point (CD). nalne»-Cr»»rford Jan. T 

5011 Wickedness Preferred (CO). Cody-rrinsla Jan. 23 

4435 Wyoming. McCoy Srbutlan V »t. M 



Jan. 28 
Feb. 25 



Mar. 10 
D«r. SI 
Mar. 10 
Mar. IT 
Feb. IS 



1927 





Feb. 


1* 


Sept 
Feb. 


24 
S 


Aug. 


13 

1928 







1927 



-Oct 29 



1927 

.Aug. 13 

.Aus. 2T 
.May 21 



Not. 19 



.July 16 
.July 2 



-Apr. 2 
Oct. 29 



-Apr. 23 
Sept. 10 
Dec 3 

-Jan. 15 
Dec 17 



-May 2 

Dec IT 
JSept. 10 
_Jime 4 



_Fel>. 18 



-May » 
-Mar. 1* 

-Apt. 1 

-Dee. 24 

Dec It 

-Mar. 12 

Not. 12 

Dee. S 

-June 11 

-July SO 

-May 14 

-Jane 13 



1928 



Jan. U 



Uw. IS 



rwi 4 



-Jan. 14 



Feb. 1* 
XIar. 10 

ryti St 



Feb. It 



r«iL II 



-JM. U 



44 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



Lengtb Titis and Playsrt 



Rclaated 



New 
Pictures 



Reviews 



Paramount 



1927 

6199 
6951 
S879 
6B97 
5878 
7175 
6040 
6536 
6662 
6408 
7447 
6287 
6296 
£399 
6376 
6017 
S889 
5415 
7091 
S862 
6462 
8666 
7666 
6439 
7880 
6940 
6052 
6007 
5617 
8039 
7180 
6268 
6877 
6798 
4551 
5599 
6187 
6680 
6306 
6247 
6952 
9443 
6614 
6368 
6634 
6209 
6170 
6615 
6015 
6179 
6838 
6624 
4934 

6200 
6124 
6006 
6497 
4926 
6319 
7643 
8486 
6869 
6935 
6866 



Afraid to Love (C), Vlcior 

Barbed Wire (0), Negri-Brook _ 

Beau Geste (M), Colman-N. Beery .- 

Blind Alleys (M), Meighan. _ _ 

Blonde or Brunette? (C), Menjou 

Cabaret (CD), GUda Gray 

Casey at the Bat (C), W. Beery 

Chang (D), Special cast _ _ _ - 

Children of Divorce (D), Bow 

City Gone Wild (M), Meighan-MiUner _ 

•Covered Wagon, The (M), Kerrigan-Wilson _ 

Evening Clothes (C), MenJou- 

Fashions for Women (CD), Ralston 

Fireman Save IVty Child (C), Beery-Hatton 

Gay Defender, The (CD), Eichard Dii. 

Gentleman of Paris, A (CD), Menjou-O'Hara 

Get Your Man (CD), Clara Bow. — — 

Honeymoon Hate (CD), Florence Vidor 

Hotel Imperial (D), Negri. _ — 

Hula (CD), Bow-Brook. 

It (C), Clara Bow _ _ 

Jesse James (D), Fred Thomson 

•Kid Brother (C), Lloyd 

Kiss in a Taxi (C), Daniels 

Knockout Reilly (CD), Dix 

Last Waltz, The (D), Special east . 

Let It Rain (C), MacLean. - - — 

Love's Greatest Mistake (CD), Brent 

Man Power (D), Dix _ 

Metropolis (D), Special cast... 



Mme, Pompadour (D), Moreno-D. Gish. — 

Nevada (W), Cooper-Todd _ 

New York (M), Cortez-Wllson 

Now We're in the Air (C), Beery-Hatton 

One Woman to Another (CD), Vidor-Shotwell.. 

Open Range (W), Lane Chandler 

Paradise for Two (C), Dix-Bronson '. ^. 

Potters (CD), W. C. Fields 

Ritzy (CD), Bronson. 



Rolled Stockings (CD), Hall-Brook 

Rough House Rosie (C), Bow 

Rough Riders, The (D), Astor-FarreU 

Rubber Heels (FC), Ed. Wynn 

Running Wild (C), Fields-Brian. 

Senorita (F), Daniels . 

Serenade (D), Menjou- Wray _ 

Service for Ladies (C), Menjou- Carver. . 

Shanghai Bound (D), Di2-Brain._ 

She's a Sheik (C), Bebe Daniels 

Shootin' Irons (W), Luden-Blane 

Soft Cushions (C), MacLean-Carol 

Special Delivery (C), Eddie Cantor 

Spotlight, The (CD), Kalston-Hamilton 

Street of Sin (D), Jannings-Wray 

Stark Love (D), Special cast _. _ 

Swim, Girl, Swim (CM), Daniels-Hall 

Tell It to Sweeney (C), Conklin-Bancroft...- _ 

Ten Modern Commandments (CD), Balston 

Time to Love (FC), Eaymond Griffith. 

Two Flaming Youths (C), Kelds-Conklin 

Underworld (M), Bancroft-Brent 

Way of All Flesh, The (D), Jannings-Bennett 

Wedding Bills (F), Raymond Qrifflth 

We're All Gamblers (D), Melghan-Mlllner. 

Whirlwind of Youth (D), Lois Moran... 
Wings (M), Charles Rogers.. 



5960 Woman on Trial (D), Pola Negri 

1928 

6897 
6636 
6666 



Apr. 9 
Sept. 10 
Aug. 1 
Mar. 12 
Jan. 24 
Mar. 26 
Mar. 5 
Sept. 3 
Apr. 2 
Nov. 12 
Aug. 6 
Mar. 19 
Mar. 26 
Aug. 1 
Deo. 10 
Oct. 15 
Dec. 10 
Dec 3 
Feb. 26 
Aug. 27 
Feb. 19 
Oct. 22 
Oct. 4 
Feb. 26 
Apr. 16 
Not. 26 
Jan. 3 
Feb. 12 
July 9 
Aug. 13 
Aug. 13 
Sept. 10 
Feb. 6 
Oct. 22 
Sept. 24 
Not. 6 
Jan. 17 
Jan. 31 
Apr. 9 
June 18 
May 14 
Oct. 1 
June 11 
Aug. 20 
Aug. 30 
Dec. 24 
Aug. 6 
Oct. 15 
Not. 12 
Oct. 8 
Aug. 27 
Apr. 16 
Not. 19 

'. SeptTlT 
. Sept. 17 
. Sept. 24 
. July 2 
. June 18 
. Deo. 17 
. Oct. 29 
. Oct. 1 
.May r 
. Sept. 3 
Apr. 30 

Oct. 29 



6871 
8234 
7416 
5837 
7910 

6582 
6118 

7194 
7616 



6951 
6733 
6991 
6435 



Adventure Mad (M), UFA 

Beau Sabreur (M), Cooper-Brent 

Doomsday, Vidor-Cooper 

Feel My Pulse, Daniels-Arlen 

Gentlemen Prefer Blondes (0), Taylor-White 

Last Command, The (D), Emil Jannings 

Legion of the Condemned, Wray-Cooper 

Love and Learn, Halston-Caiandler 

Old Ironsides (D), Beery-Bancrsft-Fairell-Ralston.. 

Partners in Crime (C), Beery-Hatton 

Peaks of Destiny, UFA 



Pioneer Scout, The (W), Fred Thomson 

Red Hair (CD), Bow-Chandler. „ 

Secret Hour, The (D), Negri-Hersholt 

Showdown, The, Bancroft 

Something Always Happens, HalBton-Hamllton. _, 

Speedy (C), Harold Lloyd. 

Sporting Goods, Dix-Olmstead 

Tillie's Punctured Romance, Flelds-Conklln 

Under the Tonto Rim, Arlen-Brian 

Wife Savers (C), Beery-Hatton 



Mar. 31 
Jan. 7 
Feb. 18 
Feb. 25 
Jan. 28 
Jan. 21 
Mar. 10 
Jan. 14 
Mar. IT 
Mar. S 
Jan. 28 
Jan. 21 
Mar. 10 
Feb. 4 
Feb. 26 
Mar. 24 
Apr. 7 
._ Feb. 11 
_ Feb. 18 
... Feb. 4 
-. Jan. 7 



1927 

5596 
6566 
4336 
6326 
4876 
4612 
6100 
7500 
4033 
8478 
8586 
6804 
6699 
6228 
8002 
7107 
6403 
6568 
6859 
3303 
5867 
4960 
7913 
4750 



Pathe 



Almost Human (CD), Reynolds _ 

Angel of Broadway, The (D), Leatrice Joy 

Avenging Fangs (M) _ _ _ 

Border Blackbirds (WD), Maloney..._ „ 

Born to Battle (W), BUI Cody 

Code of the Cow Country (W), Roosevelt 

Combat (D), Walsh-Adams 

Country Doctor, The (D), Schlldkraut 

Desert of the Lost, The (W), WaUy Wales 

Devil's Twin, The (W), Leo Maloney 

Discord (D). Dagover-Ekman. _ 

Don Desperado (W), Maloney _„. 

Dress Parade (D), Boyd-Love 

Eyes of the Totem (M), Hawley _ 

Fighting Eagle, The (M), La Rocque-Haver. 

Fighting Love (D). Goudal 

Flying Luck (C), Monty Banks 

Forbidden Woman, The (M), Jetta Goudal 

Getting Gertie's Garter (F), Prevost - 

Girl from Everywhere (C), Pollard 

Girl in the Pullman. The (C), Prevost 

Gold from Wcepah (W), Bill Cody 

Golden Clown. The (D), Gosta-Ekman 

•Grandma's Boy (C), Harold Lloyd 



Dec. 26 
Oct. 3 
Jwie 6 
. Aug. 28 
Sept. 11 
June 19 
Oct. 23 
Aug. 22 
Dec. 18 
Dec. 11 
Not. 20 
May 8 
Nov. 11 
May 16 
Aug. 29 



1927 

Apr. 23 

Aug. 13 





"*"*"*' 


Mar. 


5 






Jan. 


15 


— 




May 9 

Aor. 18 


Mat 2 






—May 2 
. Dec. 1() 














_..Apr. 

Apr. 


9 
9 






.... Dec 


10 






— Nov. 
Oct. 


12 
8 


Jan. 
Dec. 


7 
31 


Deo. 


17 

8 






Sept. 

Foh, 


10 






12 






Oct. 


22 






.....Jan. 


29 






. Apr. 


2 






Apr. 


23 






Not. 

Mar. 


19 
12 






Feb. 


26 






Aug 


6 






Mar. 


12 


Not. 


26 


Aug. 


6 






Ffih. 


6 






Dpn. 


17 






Sept 


24 






.,, , -T"" 


29 






. Jan. 


22 






Tiinp 


25 






. July 30 






.Tiinp 


4 







Mar. 19 

, Tilly Ifi 








18 






May 14 




14 

31 
21 






Deo. 
Jan. 


Sept. 3 

Not. 12 
Not. 26 


....Aug. 27 
May 9 



.Deo. 3 

iMar. 19" 

Sept. 17 

Jan. 7 Oct. 22 

July 23 

July 9 



Dec. 24 

Jan. 14 
Jan. 7 
Jan. 21 
Feb. 26 
Dec. 10 
Jan. 28 

Jan. 21 
Feb. 18 
Feb. 25 
Jan. 7 
Dec. 10 
Mar. 3 
Mar. 24 
Mar. 24 
Mar. 3 
Feb. 18 



.Sept. 3 
.July 2 
.July 23 

.Jime 11 

-Aug. 20 

Oct. 1 



1928 



Mar. 10 
Feb. 18 
Feb. 4 

~Feb725' 
F*b. 18 











....... 




.... 


Feb. 


18 


.... 



Length Title and Players 



Released 



New 
Piitnrts 



Rsviawt 



Feb. 26 



1927 

Dec. 24 _ 

Not. 19 Not. 6 

_ ...June 4 

..Sept. 10 



.June 17 
.Oct. 15 



.Dee. 10 



May 9 

Not. 19 Nov. 6 

_ May 14 

Sept. 17 

June 4 



.. Dec 4 

_ Not. 7 

. Dec 11 
_ Oct. 31 
,. Not. 20 
.. Dec. 18 
.Dec 11 



Not. 12 



Not. 19 



Not. 5 
.Feb. 19 
.Not. 6 

Not. 6 



5990 

6563 

6035 

4620 

6788 

4700 

4890 

4076 

4864 

6324 

13500 

4131 

4615 

6472 

5865 

4576 

5750 

5730 

6421 

6903 

4575 

4710 

4497 

6000 

4828 

5844 

4542 

4375 

6303 

5880 

4562 

4546 

4338 

5397 

5670 

5921 

6198 

4485 

5610 

6447 

7820 

1928 

3996 
5756 
4805 
5927 
6589 



Harp in Hock, A (D), SchUdkraut-Coghlan Oct. 10 

Heart of the Yukon (M), Bowers-Cornwall May 29 

Heart Thief (D), Schildkraut-De Puttl 

Hidden Aces (M), Hutchison Aug. 7 

His Dog (D), Schildkraut..... 



Not. 12 



Not. S 
.May 21 



His First Flame (C), Langdon May 8 

His Foreign Wife (D), MaeDonald-Murphy Not. 27 

Hoof Marks (W), Jack DonoTan _ Not. 13 

Interferin' Gent The (W), Buffalo BiU, Jr _ Aug. 21 

Jim, the Conqueror (W), Boyd-Faire.. 
King of Kings (D), AH star. 



..May 21 
.Sept. S 
„July 24 
-May • 



_Mar. 10 



Land of the Lawless, The (W), Jack PadJan _ Dec 25 

Little Firebrand (C), Thornton July 3 

Main Event The (D), Reynolds Not. 18 

Man Bait (CD), Prevost Jan. 29 

Meddlin' Stranger (W), Wales '. _ June 14 

My Friend from India (F), Pangborn-Fair Dec 19 

Night Bride (FC), Prevost 

Nobody's Widow (FC), Joy-Eay-Hayer. 

No Man's Law (W), Eex. May 1 



-July 2 

Not. 5 

.Jan. 2S 

.June 12 



Dec 24 



Obligin' Buckaroo, The (W), Buffalo BiU, Jr Oct 18 

Pais in Peril (W), Buffalo Bill, Jr June 26 

Phantom Buster, The (W), Eoosevelt-Hayford Aug. 14 

Pieces of China (Travel) Aug. 7 

Pirates of the Sky (M), Hutchison May 22 

Rejuvenation of Aunt Mary (C), Eobson ______ 

Ride 'Em High (W), Buddy Eoosevelt. 

Roarin' B rones, Buffalo Bill, Jr. 

Rubber Tires (C), Ford-Love- 



_Slay » 
.Jan. 15 
-May 1 

-Oct I 
.June 15 
_Aug. » 



Oct. 9 
Not. 27 



-May 21 
.Aug. • 
.Oct 8 



.Apr. 9 



Rush Hour, The (C), Prevost-Ford Dec. 12 

Skeedaddle Gold (W), Wales July 31 

Soda- Water Cowboy, The (W), WaUy Wales. Sept. 25 

Trunk Mystery (M), Hutchison. _ June 12 

Turkish Delight Schildtoaut-Faye Not. 11 

Two-Gun of Tumbleweed (W), Leo Maloney 

Vanity (M), Joy- 



Jan. 7 



Aug. 8 

Oct 1 

June 11 



.July 17 
.June 18 



White Gold (D), Goudal 

White Pebbles (WD), Wally Wales 

Wise Wife, The (C), Haver _ 

Wreck of the Hesperus, The (M), Bradford.. 
Yankee Clipper (M), Boyd. 



Aug. T 
Oct 24 
Oct. 31 



Nov. 19 



.Apr. 9 

-Aug. 20 

Not. 6 



-May 14 



1928 



5408 
5503 
5426 
4480 
4398 
4155 
6650 

4600 
5954 
5494 
4626 
4833 
5423 
4520 



Alice Through a Looking Glass Feb. 12 

Apache Rider, The, Leo Maloney Feb. 12 

Ballyhoo Buster (W), Buffalo Bill. Jr Jan. 8 

Blonde for a Night, Prevost. _ Feb. 27 

Blue Danube, Leatrice Joy Mar. 12 

Boss of Rustlers _ 

Bronc' Stomper, The, Don Coleman Feb. 26 

Chicago (M), Phyllis Hayer. Mar. 5 

Cowboy Cavalier (W), Buddy Roosevelt Jan. 29 

Crashing Through, Jack PadJan Feb. 5 

Desperate Courage (W), Wales Jan. 15 

Laddie Be Good (W), BUI Cody Jan. 1 

Leopard Lady, The (M), Logan-Hale. Jan. 23 

Let 'Er Go, Gallagherl (M), Junior Cogblan Jan. 16 

Marlie, the Killer, "Flame" Mar. 4 

Night Flyer, The _ _ Feb. 5 

On to Reno (D), Prevost-Landis Jan. 2 

Perfect Gentleman, A (C), Monty Banks . Jan. 15 



Mar. 3 
Feb. IS 



Deo. 24 
Feb. 4 



Jan. 
Jan. 



Deo. 31 
Jan. 28 



Roost, The (W), Coleman.. 



Stand and Deliver, Rod La Rocque. 

Valley of Hunted Men, Buffalo BUI, Jr 

Walking Back (M), Vera Reynolds. 



4000 What Price Beauty (CD), Nlta Naldi-. 



... Jan. 22 
.. Feb. 20 
.. Feb. 19 
_ Mar. M 
..Jan. 22 



Feb. 18 



Jan. 



Rayart 

1927 

6089 Cruise of the Hellon (D), AU star 

5076 Heroes In Blue (M), Bowers-Eand Not. 

5916 Law and the Man, The (D), Santschi-SockweU— _Dec 

5960 Light in the Window, A (D), WalthaL 

6970 On the Stroke of Twelve (M), D. Torrence Not. 

5502 Silent Hero (M), Bonaparte 

4200 Wanderer of the West. A (W), Tex Maynard Dec 

1928 

6673 Casey Jones (CD), Price-Lerris Jan. 

Danger Patrol, The (D), EuMell-Fair. Apr. 

Gypsy of the North (D), Gordon-Hale Apr. 

5863 Heart of Broadway, The (D), Garon-Agnew Jan. 

My Home Town (D), Brockwell-Qlass Mar. 

4571 Painted Trail, The (W), Buddy Rooseyelt Feb. 

Phantom of the Turf, The (D), Costello-Lease Mar. 

4490 Wild Born (W), Tex Maynard Jan. 

5260 You Can't Beat the Law, Lee-Keefe Jan. 



1927 

.Sept 24 



.Not. 12 



.Aug. 29 



1928 



Sterling 



1927 

Burning Up Broadway (D), H. CosteUo. Jan. 30 

5563 Closed Gates (M), Harron-Novak 

5400 Outcast Souls (D), Lewis-Bonner Dec. 16 

5600 Pretty Clothes (D), J. Ralston- Walker. Oct 16 

Stranded (D), Mason Aug. 15 

1928 



Not. 12 
Dec 31 
Jan. 7 



1927 



May 28 



Marry the Girl (CD).. 



Tiffany-Stahl 



1927 

5754 Backstage (CD), Bedford 

5669 Beauty Shoppe (CD), Busch 

5300 Broken Gate (D)_ _ 

6024 Cheaters (M), O'Malley _ 

7300 College Days (CD), M. Day 

4887 Enchanted Island (D) 

5500 First Night The (FC), LyteU-Devore 

6482 Fools of Fashion (CD), Busch — 

5233 Girl from Gay Paree, The (F), Sherman-Bedford... Sept. 16 

4753 Haunted Ship, The (M), Sebastlan-M. Loye „ Dec 1 

5600 Husband Hunters (C), Marsh 

5800 Josselyn's Wife (D). Frederick. 

6049 Lightning (W), J. Ralston. Sept 1 

6235 Night Life (CD), Day-Harron Nov. 1 

5639 Once and Forever (D), Patsy Ruth Miller Oct 16 

6100 Sin Cargo (D), Mason 




.Feb. 26 
.Nov. 27 



(Continued on page S3) 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



45 



CLASSIFIED 
Advertising 

Ten cents per word, payable in advance. Minimum charge, 
$1.00. Copy and checks should be addressed Classified Ad 
Dept. Exhibitors Herald and Moving Picture World, 407 So.,- 
Dearborn St., Chicago, 111. 

The Recognized National C 1 ass Hi ed Advertising Medium 




Theatre for Sale 



FOR SALE — Theatre and building, established busi- 
ness, seating capacity six hundred, neighborhood 
house, well located, population twenty-five thousand, 
will lease to right party with option to buy. Address 
First National Bank, Granite City, Illinois. 

FOR SALE — Majestic Building, Algoma, Wis.; 
366-seat theatre, hall second floor; 3 bowling alleys 
(basement) ; will stand full investigation. Address 
Louis Hassberg, proprietor. 

For Sale 

FOR SALE— NATIONAL HIGH INTENSITY 
CARBONS— 1,000 13.6 x 20" and 1,000 7/16 x 9" 
Projector Carbons. Price of 2,000 Carbons $325.00 
F. O. B. Atlanta, Ga. Address Thos. F. Callahan, 
1296 Murphy Ave., S. W., Atlanta. Ga. 

200 Rolls Wurlitzer K. $1.00 each. 10 Rolls Re- 
produce $3.00 each. 1 Motor generator set 35 am- 
peres at 70 volts. 110 volt three phase 60 cycle. 
Address W. B. Aspley, Glasgow, Ky. 

Complete equipment Star Theatre, Odon, Indiana. 
Two Simplex machines in excellent condition, 200 
good seats. Piano, Fans, etc. Address Hayden Caress, 
Elnora, Indiana. 



Organs for Sale 



FOR SALE — Used style U Wurlitzer orchestral 
organ. Just overhauled. Address Box 256 Ex- 
hibitors Herald & Moving Picture World, 407 S. 
Dearborn St., Chicago, 111. 

Big April list used Organs offers 25 real bargains. 
Rebuilt Organs like new, guaranteed. Equipped with 
or without roll features. Free music rolls with 
Automatic players. Prices from $950.00_ to $6,750.00; 
2 years to pay. No red tape. Organs installed free. 
90 days free service any place U. S. A. No obligation 
to mail you our price list. Write today. Address 
Robert Morton Organ Co., 624 S. Michigan Ave., 
Chicago, 111. 

FOR SALE: Bartola Pipe Organ. Used Wurlitzer 
Pipe Organ, model U, very reasonable. Cremona 
Pipe Organ used or new. Reproduce Pipe Organs. 
Address S. B. McFadden, Havana, Illinois. 



Stationery 



"NEARGRAVUREMBOSO" (Type-embossed) Sta- 
tionery if particular. 100 each letterheads-envelopes 
special $3.75 cash postpaid. Samples, stamp appre- 
ciated. Address Sollidays, EX-124, Knox, Indiana. 



Position Wanted 



ATTENTION, THEATRE MANAGER— Are you 
looking for a Female Organist? One who will work 
for a moderate salary to begin in order to prove 
worth. If you are, do not overlook this owortunlty. 
Union, best of references, will go anywhere. Address 
Box 257, Exhibitors Herald & Moving Picture World, 
407 .S. Dearborn St.. Chicago, 111. 

AT LIBERTY^Female Organist, working ,Tt pres- 
ent but will be free in a week. Can work on any 
make organ. Union, good references, will go any- 
where. Address Box 258, Exhibitors Hcr.ild & Mov- 
ing Picture World, 407 S. Dearborn St., Cliiciiro. III. 



MANAGER, poster artist, display man, exploita- 
tion, projection expert. Ten years experience. Best 
references. Address H. E. Schlichter, Madison, Kan- 
sas^ 

OPERATOR, seven years experience with Motio- 
graph, non-union, would join, age 28, married. 
Wishes steady work. Address Wayne Goodspeed, Vic- 
toria. 111. 

AT LIBERTY — Clarinetist, Sax. Experienced in 
theatre and band; theatre preferred. Use one Clari- 
net. Age 30. Address Emile Mills, Belleville Ave., 
Christopher, Illinois. 

OPERATOR — 12 years experience, good references, 
non-union, but will join if necessary. Will go any- 
where. Address Victor Burns, care of Mrs. Ryan, 
Box 493. Sea Cliff, Long Island. N. Y. 

EXPERIENCED FEMALE— Organist, union, will 
locate anywhere. Address Jane Bradshaw, 7107 
Langley Ave.. Chicago. 111. 

EXPERT PHOTOGRAPHER (on stills), also 
second cameraman on the M. P. Camera. Address 
Samuel Friedman, 91 New Jersey Ave., Brooklyn, 
N. Y. 

EXPERIENCED ORGANIST desires position 
April 1st. Union, Single, Good library. Address 
Roscoe C. Wright. Spirit Lake. Iowa. 

EXPERIENCED OPERATOR, reliable and com- 
petent, desires steady position. Non-union, but will- 
ing to join, will go anywhere, references. Address 
J. Handelman, 2611 Gladstone Ave., Apt. 109, Detroit, 
Michigan. 

ORGANISTS thoroughly trained and experienced 
in theatre work. Men and women now ready for 
good positions. Union or non-union. Write salary 
and other data. Address, Chicago Musical College, 
64 E. Van Buren, Chicago. 

THEATRE MANAGER— With broad experiences 
in theatre management, pictures, road shows, vaude- 
ville, stock exploitation and publicity. Will consider 
connection with theatre over 1,000 capacity where 
conservative management, forceful tactics, initiative 
and live ideas may be applied. One hundred per cent 
references. Salary and commission. Address Box 
250, Exhibitors Herald & Moving Picture World, 407 
S. Dearborn St., Chicago, 111. 

ORGANIST — Experts thoroughly trained in show- 
manship available at all times for first class positions. 
Men and women. No service charge. Write full in- 
formation concerning salary, organ, hours, etc. Ad- 
dress Vermond Knauss School of Theatre Organ 
Playing, 210 North 7th Street. Allentown, Pa. 

EXPERIENCED ORGANIST desires position. 
Thoroughly dependable, large library. Any make 
Organ. Will go anywhere. Address Box 252, Ex- 
hibitors Herald & Moving Picture World, 407 S. 
Dearborn St., Chicago. 1 11. 

THEATRE ORGANIST— Ten years experience. 
Western States preferred. Single, sober, reliable. 
Minimum salary $50.00. Address Ted Harrison, 2920 
E. 7th St., Long Beach. Olifornia. 

PROJECTIONIST — Eight years experience. Mis- 
souri and Kansas. Simplex. Powers, Motiograph. 
Address M. C. Varnier. R. F. D. No. 1, Box 92D. 
Fort Pierce, Florida. 



Theatre Wanted 



PAVING THEATRE WANTED— Give details. Ad- 
dress Box 254. Exhibitors Her.ibl & Moving Picture 

Wi.il.l. |or S Ooarliorn St.. Chicngo. 



Ill 



WILL LEASE OR BUY THEATRE— in New York 
or surrounding state. Address Box 255, Exhibitors 
Herald & Moving Picture World, 407 S. Dearborn 

St., Chicago, 111. 



Business Opportunity 

EXPERIENCED THEATRE MANAGER— for 
partnership in centrally located Strand Theatre in 
city of 85,000. Must have some capital. Reason 
for capital to assure securing complete effort. Will 
consider leasing property. Write or wire Dr. Lake 
Polan, Huntington, W. Va 

Gift Night Souvenirs 

GIFT NIGHT MERCHANDISE: Over 300 fine 
novelties in our large free catalog at genuine whole- 
sale prices. Write todav. No obligation. Address 
Fair Trading Co., Inc., 140 W. 21st St., New York. 

Projector Repairing 

BEST SHOP for repairing projection machines. 
Prompt service, reasonable prices. Movie Supply Co., 
844 Wabash. (Chicago. 

Equipment Wanted 

HIGHEST PRICES paid for used opera chairs, 
projection machines, etc. Movie Supply Co., 844 
Wabash. Chicago. 

SHIP US your secondhand machines. Simplex- 
Powers-Motiograph. (jenerators. Compensarcs, Spot- 
lights, Reflector Lamps. Also Acme. DeVry, Holmes, 
Cameras, Edisons, Royals. Any theatre equipment. 
We pay highest spot cash prices. Address Monarch 
Theatre Supply Co.. Box 2042, Memphis, Tennessee. 



Equipment for Sale 

GET OUR PRICES first on complete Theatre 
Equipment and Pipe Organ before bujnn^r elsewhere. 
You save, we satisfy. Address Southern Theatre 
Service. 643 Carondclet Street, New Orle.\ns. La. 

CHICAGO CLEARING HOUSE for Second Hind 
Equipment. Seats. Rebuilt projectors of all makes. 
Screens, Pianos, Organs, and otter miscellaneous 
articles for the theatre. Address Illinois Theatre 
E(^uipment Company, 12-14 E. 9th Street, Chicago. 
Illinois. 

THEATRE EQUIPMENT, new and used. Opera 
Chairs, Projectors. Screens, Generators. Rectinere, 
Reflecting Arc Lamps, etc. Write for bargain list 
Movie Supply Co., 844 Wabash. Chicago. 



Chairs for Sale 



FOR SALE— 1.800 HIGHEST GRADE u»ed 
spring cushion opera chairs, upholitered in dark 
brown Spanish leather. Very reasonable. Write for 
exact photograph and details. Address Illinois The- 
-I're Kqtiipmcnt Co. 1214 E 0th St. Chu-»C'->. Ill 



Your Classified Ad Will Do the Work 

Exhibitors Herald and Moving Picture World ha.s helped luindn-ds of Theatre ow ners in >ol\ini: in.my a problem. The 
classified advertising department has placed org.inists all over the country-, has helped in oht.uning equipment, in .•ielliuk: 
equipment, and in solving many another problem diat seemed difficult. The rates are but \(\- per word pay.ible with 
order, 10% discount if run for 3 insertions. See this week's classified pages. Maybe yoti mc In lu-eil of sonu-thing th.it i-. 
being advertised this \\ eek. The cost is small, the results are great. 

[Sec iifvt tMst'l 



46 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



(See preceding page) 

HERE'S A REAL BUY— Of 1,000 finest grade 
made assembly folding chairs in secnons of two 
chairs slightly used. Also 720 uphoUtered theatre 
chairs with a heavy 7 ply veneered back. All seats 
have been newly re-covered in a Spanish leather and 
are spring constructed. 2,000 used plain light and 
heavy 5 ply veneered chairs. All chairs offered at a 
very rare bargain. Exact descriptive matter and 
photos will be submitted at your request. Address 
Illinois Theatre Equipment Co., 12-14 E. 9th St., 
Chicago, 111. 

OPERA CHAIRS — Largest stock in the country. 
Get our prices. Movie Supply Co., 844 Wabash, 
Chicago. 

FOR SALE — Used Theatre chairs, always a stock 
on hand, also veneer seats, write your requirements. 
Address Theatre Seating Co., 845 S. State St., 
Chicago, 111. 

OPERA CHAIRS— Seats and backs in all sizes, 
five ply, at cut prices that saves you money. Address 
Redington & Co., Scranton, Pa. 

Advertising Wanted 

WE PAY CASH for used advertising; ship at 
once and check will go forward promptly; or write 
for particulars. Address Theatre Advertising Supply 
Co., Davis Bldg., 244 West Fayette St., Syracuse, 
N. Y. 



Films Enlarged 



ENLARGEMENTS from your films, 8x10, 50c; 
three same, $1.00. Address Hobby, Box 6, Traffic 
Station, Minneapolis, Minn. 



Wanted to Buy 



WANTED TO BUY— Second-hand Power's, Sim- 
plex and Motiograph Machines. Also extra mechan- 
isms and stands. Must be bargains. Write P. O. Box 
202, Birmingham, Alabama. 



Films for Sale or Rent 

FOR SALE — "Every Man's Price" (6) ; "Son of 
the Desert" (6); "Martin Johnson's Cannibals of the 
South Sea" (5); "The Deemster" (7); also Serials, 
Comedies, Travel, Educational, etc. Address Guar- 
anteed Pictures, 729 Seventh Ave., New York, N. Y. 



Organ Wanted 



WANTED — New or used Reed Portable Organ. 
Address P. O. Box 111, Pottsville, Pennsylvania. 



Multigraphing 



Circular Letters and Postcards Multigraphed. 
Lowest prices. 24-hour service. Quality workman- 
ship. Address Ace Letter Shop, Dept. E. H., Moline, 
111. 



Wanted to Buy 



WANTED TO BUY- 225 Upholstered Opera Chairs 
in first class condition. Give full description. Address 
Box 253, Exhibitors Herald & Moving Picture World, 
407 S. Dearborn St., Chicago, 111. 



Banners and Posters 



CLOTH BANNERS— $1.40, 3x10 feet, 3 colors, 
any copy up to 10 words; one day service; sent any- 
where; also Bargain Paper Banners. Associated 
Advertisers, 111 West 18th St., Kansas City, Mo. 



Miscellaneous 



BEAUTIFUL registered Bull Pup',, $15. Bulldogs, 
Address 501 Rockwood, Dallas, Te.xas. 



LETTERS 
From Readers 

A forum at which the exhibitor is 
invited to express his opinion on 
matters of current interest. Brevity 
adds forcefulness to any statement. 
Unsigned letters will not be printed. 




That "Bullfoundland" Pup 

NASHWAUK, MINN., To the Editor: 
Welcome, film salesmen ! Try and get in ! 
The photo shows my "bullfoundland" pup 
sitting at my front 
gate watching for 
film salesmen with 
"grief" cases. Once 
in a while one gets 
by him but they never 
look the same. 

Now listen, J. C. 
Jenkins of Knee- 
High, Neb., you gotta 
quit kickin' my dog 
around and it makes 
no difference if his 
maw was a hound. 
He has never been 
the same since he 
licked J. C. in the 

face last June, but I think he eventually will 
get over it. 

That Texas climate seems to have gone to 
J. C.'s head as his articles run heavy to poems 
and poetry of late. 

The photo of the "bullfoundland" pup was 
taken just last week and on the very day that 
the weather man announced 74 above in 
Chicago. A traveling man from Chicago 
happened to be in Nashwauk during this 
heavy snow storm and he said to a school 
boy, "Don't you ever have any summer up 
here?" The kid replied, "I dunno, we've only 
lived here two years." 

That Alexandria, Minn., pow-wow is going 
to be a whiz from all reports. — Crockett 
Brown, Grand theatre, Nashwauk, Minn. 

P. S. — The snow has started to melt a little 
and I should be able to get my car out of 
the garage by June. — -C. B. 



Beauty Contest and Convention 

NEW HAMPTON, lA.— To the Editor: 
All aboard! Wind up the New Lady Lizzie. 
Let's go to that "Exhibitors' Convention" at 
Alexandria, Minn., toothbrush, fishin' tackle, 
golf clubs, wife, family 'never^'thing . Of 
course, if Maggie should be agin' everything 



that has a kick to it, better leave her at home, 
because that A'linnesota atmosphere is certainly 
intoxicating. 

As for the time of this convention, any time 
in June after school is out, or in July, except 
the week of July 4, would be okey with me. 
Let's have the matter of dates settled as early 
as possible so that proper arrangements can 
be made in every way. 

I wrote to Jaysee who is rambling around 
in Texas, and suggested that Bill Rogers be 
invited to act as master of ceremonies, but 
Jaysee objects to Bill, because he made Holly- 
wood as dry as Death Valley. We should 
have some notable to act in the capacity of 
master of ceremonies, so therefore suggest that 
Mr. Volstead, who is a prominent native son 
of Minnesota, be invited to preside. Perhaps 
he could explain to all of us poor uninformed 
natives of this great land of the free, why we 
are all prohibitionists, and how ! This prohibi- 
tion stuff must be contagious, even the farmers 
where "The Tall Corn Grows" often measure 
their crops by the gallon per acre, instead 
of by the bushel per acre. 

Notice that Jaysee has switched colors again, 
and is all primed for another beauty contest. 
The older he gets, the more fickle he seems 
to be. Perhaps the nearness of the Mexican 
border has had some effect on him. Anyway 
he has switched his preference from Marie to 
Madge Bellamy, and has nominated Miss 
Bellamy as his candidate. Jaysee also re- 
serves the right to help pick the judges for 
this contest. You had better be careful of 
your election activities, Jaysee, because con- 
gress is real busy right now making investiga- 
tions of some other people's election activi- 
ties. 

All right, Grandpa, you can have Madge 
Bellamy as your candidate, but I am going to 
play the same colors as last year, and Billie 
Dove, the real "American Beauty" of the silver 
screen, is our candidate in this race. I would 
like to suggest that the voting in this contest 
take place some time after the "Exhibitors' 
Convention" is held at Alexandria, which 
would then make it possible for some late 
nominations to be made during the time that 
this convention is being held. 

As soon as the definite dates for this con- 
vention are decided upon, it should be given 
publicity, so that exhibitors will have ample 
time in which to make their arrangements to 
attend. Of course, Jaysee should be given a 
special notice because he might forget all 
about it, as he seems to be somewhat loco 
right now, and can't seem to tell for sure 
whether he is 36 or 63 years old. Perhaps 
that Mexican border has given him young 



Viennese Students Smear 
Nude Film Star Pictures 

( special to Exhibitors Herald and 
Moi'ing Picture World) 

VIENNA, April 3.— College stu- 
dents in Vienna seem to have a taste 
for censorship. Several hundred stu- 
dents here recently set out at night 
with huge pots of paint to "clothe the 
nakedness" displayed on posters and 
lithographs of female cabaret per- 
formers and motion picture stars. 

The theatrical producers at once 
hied suit. The students declared they 
were incensed by the nudity of per- 
formers, including the American Ne- 
gro dancer, Josephine Baker. 



ideas again and he imagines that he is still 
a perfect 36. 

All right, let's go ! — E. C. Potter, Firemen's 
theatre. New Hampton, la. 



Can You Fisherman Beat This? 

DENISON, lA— To the Editor: Well, 
folks after 30 years in the show game, the 
last 16 as manager of the old and new Opera 
House, my contract as manager terminated on 
March 1, and I am taking a long needed va- 
cation at home. 

I have a scrapbook of programs of the 
shows we have handled since 1900 and can 
enjoy myself back over "Memory Lane," even 
to the days when Brother J. C. Jenkins used 
to tell us in the Opera House reports "Why 
is an agent?" Of course, I am going to keep 
on reading the Herald. But say, boys, did 
you hear about those two Nebraska fishermen 
that went to Wolf's Lake and caught a 29 
pound catfish with a cow's tail? J. C, can 
you beat that? — Peter Krauth, Opera House, 
Denison, la. 

Note: Here's the story of the two Nebraska fisher- 
men: 

ALLIANCE, NEB., March 9.— Joe Pozza 
and R. A. Cook, Lakeside, Neb., started to 
Wolf Lake to fish this week. They stopped 
at the farm of Henry Neafus, where butcher- 
ing was in progress, got the tail of a cow, 
soaked it in blood, and took it to the lake. 

When they dropped the end of the tail 
through the ice, a 29-pound catfish took hold 
like a bulldog, according to Mr. Cook. "In 
a short time we had a huge pile of fish on the 
ice. Then it gave way, and Joe and the fish 
went in. 

"The ice was good on my side, and finally 
I let Joe take hold of the tail and dragged 
him out, but we didn't get any more fish" he 
said. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



47 



Y^ 



WHAT THE PICTURE DID FOR ME 

Verdicts on Films in Language of Exhibitor 



CepTrigkt, 1928 



Incorporated in this original exhibitors report department of Exhibitors Herald, which was estab- 
lished October 14, 1916, is the Moving Picture World department, "Straight from the Shoulder 

Reports." 



Columbia 



THE TIGRESS: Jack Holt— 40%. March 1. An 
exceptionally interesting picture that is different from 
the average run. Dorothy Revier exceptionally good. 
— W. G. Wright, Colonial theatre, Troy, Mo. — General 
patronage. 

THE SWELLHEAD: Special cast— 32%. Good 
program picture, well produced. Business poor, fol- 
lowed "The Big Parade" so don't blame the picture. 
— -E. N. McFarland, Pinegrove theatre, Port Huron, 
Mich. — Suburban patronage 

THE COLLEGE HERO: Special cast— 16%. March 
8-9. Seemed to please very well, but did not draw as 
it should have. Six reels. — S. G. Ihde, Photoplay 
theatre, Ashland, Kan. — Small town patronage. 

THE COLLEGE HERO: Special cast— Better than 
most so-called college pictures. Heard lots of favor- 
able comment on it. Columbia has a consistent line 
of good small town pictures. — Dwight Grist, Thea- 
torium, Columbia Falls, Mont. — General patronage. 

ALIAS THE LONE WOLF: Bert Lytell— March 
15-16-17. It's good all the way. Customers liked it 
and told us so, and we did a nice business. Five 
reels. — Clark & Edwards, Palace theatre, Ashland, 
O. — General patronage. 

SALLY OF OUR ALLEY: Shirley Mason— If you 
will permit me to say it, this is a sweet little picture, 
just the kind of a picture for an every day small 
town audience. It seemed to please as well as most 
anything shown in quite some time. — W. H. Brenner, 
Cozy theatre, Winchester, Ind. — General patronage. 



FBO 



THE GINGHAM GIRL: Lois Wilson— 40%. March 
3. We had a poor attendance on this due to so many 
things going on. Those that saw the picture were 
well pleased with it and the way in which Miss 
Wilson baked and disposed of her famous cookies in 
New York, kept them laughing all through the show. 
A good comedy that will please the regular fans. 
Seven reels. — J. P. Johnson, S of N. theatre, Am- 
brose, N. D.— General patronage. 

THE GINGHAM GIRL: Lois Wilson— February 14. 
A good little program picture that drew fair in 
spite of a basketball game and a blizzard. Six reels. 
— Dewey L. Kisor Sterling theatre, Fairmont, Neb. 
• — Small town patronage. 

A REGULAR SCOUT: Special cast— 41%. March 
3. Good Western, and tied up with Boy Saouts so 
made some money on it. — E. N. McFarland, Pinegrove 
theatre. Port Huron, Mich. — Suburban patronnge. 

A REGULAR SCOUT: Fred Thomson— Fred Thom- 
son's pictures are all good Westerns, but he will 
have to watch out. or Ken Maynard an<l Tarzan will 
sure get more aI)|ll.^use than ho and Silver King. 
Six reels. — Mrs. James Webb, Cozy theatre. Union, 
Ore. — Sm,all town patronage. 

LIGHTNING LARIATS: Tom Tyler— 50%. March 
10. Come on, Tom, keep making clean ones like 
this one, and have many .stars in your crown. Five 
reels. — A. K. Hn.vnes, Community theatre. Razor. 
Tex. — General patrona.ge. 

MOULDERS OF MEN: Special cast— 17%. Febru- 
ary 27-28. Just fair. Six reels.— S. G. Ihde. Photo- 
play theatre. Ashhmd. K;in.- -Small town patronage. 

THE MAGIC GARDEN: Special cast 31%. 
February 26-27. Beautiful settings and photography, 
and a story that spom.s popular with the women. — 
Roy W. Adams. Pastime theatre. Mason, Mich. — -Gen- 
eral patronage. 

BULL DOG PLUCK: Bob Custer— I under.'^tnnd 
that Custer has left FBO. Well for my part I am 



Editor's Note 

Percentage ratings given by ex- 
hibitors in reports to this depart- 
ment are obtained in the following 
manner: Average daily gross of 
picture reported is divided by 
average daily gross of picture hold- 
ing house record to determine rela- 
tive box office value in terms of 
percentage. 

EXAMPLE: $75 (average daily 
gross of picture reported) divided 
by $100 (average daily gross of 
picture holding house record) 
equals .75 (percentage rating given 
picture in report) . 

When a picture has received 
percentage ratings in 10 reports it 
is entered in THE BOX OFFICE 
TICKER column of "Quick Ref- 
erence Picture Chart." This rating 
will appear in a forthcoming is- 
sue of the Herald-World. 



not sorry. He don't do much for me. After you see 
one, you see them all. — Marion F. Bodwell, Para- 
mount theatre, Wyoming, III.— General patronage. 

BREED OF COURAGE: Ranger— Good. This dog 
is good to look at. Good story. Many favorable com- 
ments. Six reels.— E. C. Bays. Globe theatre, Buena 
Vista, Va. — General patronage. 

FLYING U RANCH: Tom Tyler and Pals— 
February 11. Tom and his pals sure deliver the goods 
at the box office and this was a little better on ac- 
count of B. M. Bower story. Five reels.— Dewey L. 
Kisor, Sterling theatre, Fairmont, Neb.— Small town 
patronage. 

LEGIONNAIRES IN PARIS: Cooke-Guard -March 
17. Just another Saturday date wasted. While it 
is a fair come<ly it was a total blank nt the box 
office. Six reels. — Dewey L. Kisor, Sterling theatre. 
Fairmont, Nob. — Small town patronage. 

MOON OF ISRAEL: Maria Corda -March 6-7-8. 
Very koo<1 picture of its kind but fell flat nt the 
box otTice. I ads-ertised same in No. 1 shape but 
could not (W>t them out. I can't understand why this 
picture don't draw, the ndvortlsinc on thUi Is \loai. 
Print No. 1 and phfitogrnphy statxi. Eiiiht reels.— 
P. G. Held. Strand theatre, Griswolil. In. -Neivjhbor- 
hood patronage. 

ROSE OF THE TENEMENTS: Shirley Mnson - 
Here is a picture that wi>nt over blir. Everyone 
plens«l and Shirley has many ndmln-rs here. Did 
not hnvc a single kick on this prc.^cntotlon. Seven 
reels.— Gincomn Bros.. Crystnl theatre. Tombstone. 
Ariz. — General pntronnge. 

THE GREAT MAIL ROBBERY: Kenneth Harlan 
— ^.V real honest to tioodno^s niolodrnmn. Thi^ one 



will satisfy your action lovers. Nothing but action 
all the way through. — Marion F. Bodwell, Paramount 
theatre, Wyoming, III. — General patronage. 

THE GREAT JLVIL ROBBERY: Special cast— 
February 4. Played this on Saturday to a gx)od 
crowd. This is a good picture with action from start 
to finish. It is something different and keeps them 
guessing. Six reels. — Dewey L. Kisor, Sterling the- 
atre, Fairmont, Neb. — Small town patronage. 

ARIZONA NIGHTS: Fred Thomson— Of all the 
travesties this is the king pin of all of them. Ab- 
solutely ridiculous, even the children yelled out in 
glee at the absurdities, and the Gold Rush was the 
limit. Where in the world do they get that stuff. 
To our fellow exhibitors we want to say this picture 
does Arizona injustice, and take the period at any 
time you want to now or the past, it was a complete 
flop. Seven reels. — Giacoma Bros., Crystal theatre. 
Tombstone, Ariz. — General patronage. 

ARIZONA NIGHTS: Fred Thomson- If all pic- 
tures drew as big as Thomson, the picture business 
would be a pleasure. A fellow wouldn't have to run 
but just a few months and then retire. Six reels. 
— -Marion F. Bodwell, Paramount theatre, Wyoming, 
III. — General patronage. 

THE BETTER MAN: Richard Talmadge— Febru- 
ary 28. This is a very poor Talmadge picture. He 
has made lots better. Five reels. — H. W. Batchelder, 
Gait theatre, Gait. Cal. — Small town patronage. 

KOSHER KITTY KELLY: Viola Dana— February 
14. Good little Jew-Irish picture, but did not draw 
for me. Perhaps that kind has been overdone. Six 
reels.— H. W. Batchelder, Gait theatre. Gait Cal.— 
Sntall town patronage. 

SILVER COMES THROUGH: Fred Thomson— One 
of Thomson's best. Silver better than ever. Good 
business. — E. C. Bays. Globa theatre, Buerta Vista, 
Va. — General patronage. 



First National 



THE SHEPHERD OF THE HILLS: Special cast— 
100%. February 13-14. .-V wonderful box office at- 
traction. Used cver.v sent in the house includini; 
office furniture. Eight rcet. — W. G. Wright, Colonia] 
theatre, Troy. Mo. — General patronage. 

THE SHEPHERD OF THE HILLS: Molly O'Day 
— This is one of the best pictures we have shown all 
winter. Bad weather cut our Bttondnnce. second 
night very good. .\cting of .\lex B. Francis ex- 
ceptionally good. — Wilcox and Miller, t>«J(eview the- 
atre. Lnkevii'w, In General pafronajte. 

THE SHEPHERD OF THE HILLS: Special eaaC 
February 19-20. One of the very best of pictures, 
will plr.'ise nny nudienee. — E. T. Dunlap. Dunlap the- 
atre. HawnnUn. In. — Genernl patronatrc. 

THE SHEPHERD OF THE HILLS: Special cast 
— A mighty picture, and poeis over with the better 
cUae pntronnge. It has a special api^eal to foika 
that nro .iciking the better class rtoriw In their 
movinff pictures. It has mono than averao« drawinir 
IKTwcr. — W. H. Brenner. Cory theatre, Winchwtcr. 
Ind.- Grncrnl pntronnire. 

BURNING DAYLIGHT: Milton Sillft— ?•«(>. Marck 
U. Gooil Milton Sills pictun-. Men llkr " n 

little hnrd for th<- Indies. S«'ven rixU. ^• 

holm. Mermac thiwtre. Went Bend. N\ . . .J 

pntronaire. 

BURNING DAYUGHT: Milton Stils— SOV March 
IS. A dandr story of the far North, then back to thu 
States, with (rood comedy and action. It pimswl 
for me. Seven reek.— W. T. Bls«». Adair thaatra, 
Adair, la. — General patronas*'- 



48 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



BURNING DAYLIGHT: Milton Sills— The best 
that Sills has made in many moons. More like this 
•and he may be able to stage a comeback. — Russell 
Armentrout, K. P. theatre, Pittsfield, 111. — General 
patronage. 

THE WAGON SHOW: Ken Maynard— 80%. 
February 25. Here's another pretty good one from 
Maynard, but why do they insist on making circus 
pictures. When they have a good Western star 
why don't they leave him where he belongs. — B. E. 
Parsons, State theatre, Springfield, Minn. — General 
patronage. 

THE WAGON SHOW: Ken Maynard— This is 
the best yet from Ken Maynard, it gives him a 
chance to show his circus experience. It's loaded 
with action from start to finish. — Wilcox and Miller, 
Lakeview theatre, Lakeview, la. — General patronage. 

RED RAIDERS: Ken Maynard— 75%. March 17. 
This is an extra good entertainment. Story, history, 
star great and cast fine. Better than some specials 
we have played at high rental. — Bert Silver, Silver 
Family theatre, Greenville, Mich. — General patronage. 

RED RAIDERS: Ken Maynard— March 9-10. 
Where you have Maynard, you have the cream of 
the Western stars. He can't be beat. 'Nuf sed I — 
Guy Loudermilk, Fairy theatre, Nappanee, Ind. — 
General patronage. 

FLYING ROMEOS: Murray-Sidney- 50%. March 
2. Another good comedy by Murray and Sidney. 
My house was in an uproar and I have found their 
comedies about the best on the market. Six reels. 
— ^W. T. Biggs, Adair theatre, Adair, la. — General 
Iiatronagre, 

THE CHASER: Harry Langdon— 50%. March 
15-16. This is the best Langdon picture since "The 
Strong Man." There are a good number of laughs 
in it. There are a couple of sequences that didn't 
hardly need to be put into a picture such as the 
castor oil gag and the kissing scenes. Nevertheless 
they are about the biggest laugh getters so I guess 
they deserve a place somewhere. Six reels. — Homer 
P. Morley, Princess theatre, Buchanan, Mich. — Small 
town patronage. 

THE CHASER: Harry Langdon— 50%. February 
23. Would have made a good three reel subject but 
had no excuse for being so long about nothing. Six 
reels. — W. G. Wright, Colonial theatre, Troy, Mo.— 
General patronage. 

THE MAD HOUR: Sally O'Neil— 80%. March 3. 
One of the best this year. It is a natural, and 
modem. Not good for children. Seven reels. — 
Aug. Berkholtz, Mermac theatre. West Bend, Wis. 
— General patronage. 

THE MAD HOUR: Sally O'Neil— 60%. March 7. 
This one will please the young showgoers and it is 
good. I had many comments on it. Seven reels. 
— W. T. Biggs, Adair theatre, Adair, la. — General 
patronage. 

THE MAD HOUR: Sally O'Neil— Personally I 
thought this was great, but I found out later that 
a helluvalot didn't. — Russell Armentrout, K. P. 
theatre. Pittsfield, 111. — General patronage. 

THE NOOSE: Richard Barthelmess— 55%. Feb- 
ruary 10. A picture that has a strong heart appeal. 
Wonderful in every respect. — W. G. Wright, Colo- 
nial theatre, Troy, Mo. — General patronage. 

VALLEY OF THE GLA.NTS: Milton Sills— 85%. 
February 26-27. This is the best Sills we have had 
in many months. Very good settings and lots of 
action. Seven reels. — B. R. Parsons, State theatre, 
Springfield, Minn. — General patronage. 

HER WILD OAT: Colleen Moore— 79%. March 
1ft. Clever comedy, well directed and she brings the 
crorwd. — E. N. McFarland, Pinegrove theatre. Port 
Huron, Mich. — Suburban patronage. 

HER WILD OAT: Colleen Moore-^5%. February 
27-28-29. Not as good as Colleen can make them, 
but fair entertainment. Patrons seemed to like it, 
ajid did fair business. Seven reels. — ^S. B. Kennedy, 
Central theatre, Selkirk, Man., Canada. — Small town 
patronage. 

HER WILD OAT: Colleen Moore— This is a com- 
edy knockout and it brought us the best crowd we 
have had all winter in spite of bad weather. It 
pleases and satisfies everyone. Colleen never fails 
at the box office. She's as sure as money in gov- 
ernment bonds. — Wilcox and Miller, Lakeview thea- 
tre, Lakeview, la. — General patronage. 

HER WILD OAT: Colleen Moore— March 4-5. Her 
poorest picture ; my i)eople disappointed. — E. T. Dun- 
lap, Dunlap theatre, Hawarden, la. — General pat- 
ronage. 

HER WILD OAT: Colleen Moore— February 27. 
A disappointment to me and to my patrons. I ad- 
vertised it big as I do all Colleen Moore's pictures, 
but It is, in my opinion, one of her poorest pic- 
tures. — Guy B. Amis, Princess theatre, Lexington, 
Tenn. — Small town patronage. 

HER WILD OAT: Colleen Moore— March 11-12. 
This is one of Colleen Moore's poorest pictures. No 
drawing power. This was the first Moore picture 
that didn't make any money for me. Little Colleen 



tries hard enough but she just can't get started 
right ; it seems like something is lacking. Print 
good, photography good. Seven reels. — P. G. Held, 
Strand theatre, Griswold, la. — Neighborhood patron- 
age. 

THE DEVIL'S SADDLE: Ken Maynard— 20%. 
January 5. A good Western that pleased. Tarzan 
is sure there with the personality. Would advise 
any small town to run these First National West- 
erns. Six reels. — E. J. Williams, Tivoli theatre, 
Knoxville, III. — General patronage. 

SUBWAY SADIE: Dorothy Mackaill— 28%. Jan- 
nuary 11-12. A nice little feature, nothing big, but 
will go over on bargain nights. Jack Mulhall good. 
Seven reels. — E. J. Williams, Tivoli theatre, Knox- 
ville, III. — General patronage. 

NAUGHTY BUT NICE: Colleen Moore— 80%. 
February 25. Pleased everyone. Best house since 
last December. How about a nice picture for this 
report. Colleen ? Seven reels. — B. Hollenbeck, Rose 
and Liberty theatres, Sumas and Lynden, Wash. — 
Small town patronage. 

NAUGHTY BUT NICE: Colleen Moore- Draws a 
very big crowd. Seven reels. — ^Thomas Jisa, Opera 
House, Coal City, III. — General patronage. 

NAUGHTY BUT NICE: Colleen Moore— Really 
this is the weakest thing we have ever had from 
Colleen. A lot of blooey about the old stunt of a 
faked situation where girl gets into mixup as the 
supposed bride and then it takes about five reels to 
have the rest of the cast try and force them into 
the room for the night and running around without 
any clothes on. If this is comedy, we don't care for 
comedy. It's been done so many times that it is 
very tiresome and ■we are surprised that Colleen 
would let them slip her such a weak sister. Seven 
reels. — Crosby & Schwierske, Rex theatre, Colby, Wis. 
— Small town patronage. 

SENOR DAREDEVIL: Ken Maynard— 90%. Feb- 
ruary 4. This star draws more money for me than 
any star on the Western list, and oh how he can 
ride. I am going to play all his old State Right 
pictures, which I haven't already played. Eight reels. 
— Kenney Lloyd, Joy theatre. Foreman, Ark. — Gen- 
eral patronage. 

GUN GOSPEL: Ken Maynard— Seems good to see 
your face again. Ken. You sure know your stuff 
and so do your producers and directors. Ken May- 
nard Westerns are the class of the field, and I have 
tried them all.^L. E. Palmer, Postville theatre, Post- 
ville, la. — ^General patronage. 

THEi LIFE OF RILEY: Special cast— February 
28-29. A cracking good comedy. Step on it for en- 
tertainment. — E. T. Dunlap, Dunlap theatre, Haw- 
arden, la. — General patronage. 

SOMEWHERE IN SONORA: Ken Maynard— 
March 10. Another good Ken Maynard. All his 
pictures are fine and draw good crowds. Tarzan is 
as' good, if not better, than Ken, and causes a lot of 
favorable comment. Six reels. — Robert Yancey, 
Bonny theatre, Mansfield, Mo. — General patronage. 

SOMEWHERE IN SONORA: Ken Maynard— All 
of Ken Maynard's pictures are good. I have used 
his first group and have bought the second group 
also. All have been splendid to date. Six reels. — 
Mrs. James Webb, Cozy theatre, Union, Ore. — -Small 
town patronage. 

CONVOY: Mackaill-Gray— March 3. A good, in- 
teresting picture, but rather dull if you want to be 
amused. No comedy to speak of. Print and pho- 
tography good. Eight reels.— Robert Yancey, Bonny 
theatre, Mansfield, Mo. — General patronage. 

HIGH HAT: Ben Lyon — January 25. It was not 
such a good picture. It showed how pictures are 
taken for the movies. — Thomas Jisa, Opera House, 
Coal City, III. — General patronage. 

SEE YOU IN JAIL: Jack Mulhall— February 1. 
A comical picture. Seven reels. — Thomas Jisa, Op- 
era House, Coal City, HI. — General patronage. 

KIKI: Norma Talmadge — February 25. This went 
over fine. Everyone enjoyed it. — F. E. Sabin, Ma- 
jestic theatre. Eureka, Mont.^ — -Small town patronage. 



Fox 



SQUARE CROOKS: Special cast— Good. No 
drawing power in any form, but if you can get them 
in it will please. — Russell Armentrout, K. P. thea- 
tre, Pittsfield, 111. — General patronage. 

BLOOD WILL TELL: Buck Jones— February 5. 
A good Western picture. Five reels. — Thomas Jisa, 
Opera House, Coal City, 111. — General patronage. 

LADIES MUST DRESS: Virginia Valli— March 
11-12. A snappy program picture. Seven reels. — 
Wm. E. Tragsdorf, Trags theatre, Neillsville, Wis. 
Small town patronage. 

THE SECRET STUDIO: Olive Borden— February 
18. Well acted picture, but not what they want here. 
Six reels.— H. W. Batchelder, Gait theatre. Gait, 
Cal. — Small town patronage. 

SILVER VALLEY: Tom Mix— March 10. Another 
good one from Tom that kept a good crowd in a 



good humor all through the show. Five reele. — Dewey 
L. Kisor, Sterling theatre, Fairmont, Neb. — Small 
town patronage. 

PAJAMAS: Olive Borden — Not such a good pic- 
ture. Too much loving up. Six reels. — Thomas Jisa, 
Opera House, Coal City, 111. — General patronage. 

THE WIZARD: Edmund Lowe — February 25. A 
very good picture of its kind, but a little gruesome 
for the children. Six reels. — Dewey L. Kisor, Ster- 
ling theatre, Fairmont, Neb. — Small town patronage. 

CHAIN LIGHTNING: Buck Jones— February 18. 
My first one of this star, but think that he is okay. 
This one seemed to go fair. Good Saturday pro- 
gram where they like Westerns. Five reels. — Dewey 
L. Kisor, Sterling theatre, Fairmont, Neb. — Small 
town patronage. 

CRADLE SNATCHERS: Louise Fazenda— Febru- 
ary 25. This is one of the best that Fox has put 
out. Lots of laughs and while rather suggestive in 
places it did not get vulgar. I don't think anyone 
could take offense at any part of it and it sure has 
the comedy. Seven reels. — H. W. Batchelder, Gait 
theatre. Gait, Cal. — Small town patronage. 

CRADLE SNATCHERS: Louise Fazenda— Febru- 
ary 10. Several scenes very suggestive. Can't un- 
derstand how it got by the Board of Review. Pleased 
the crowd that likes that type, but it will not please 
the better type fan. — Guy B. Amis, Princess theatre, 
Lexington, Tenn. — Small town patronage. 

WHISPERING SAGE: Buck Jones— March 13. 
One of this star's best and that's saying something. 
Will draw and please. — E. C. Bays, Globe theatre, 
Buena Vista, Va. — General patronage. 

WHISPERING SAGE: Buck Jones— Good story. 
Pleased Jones fans. Print poor. Photography hazy 
and dark in spots. Weather fine. Roads great. 
Business below average ; 10 and 25 cents. — Dr. F. M. 
Childs, Cozy theatre, Villisca, la. — General patronage. 

BERTHA THE SEWING MACHINE GIRL: 
Madge Bellamy — February 24. A poor title, but a 
good program picture that pleased. — Guy B. Amis, 
Princess theatre, Lexington, Tenn. — Small town pat- 
ronage. 

GOOD AS GOLD: Buck Jones— March 3. This 
is a good Western. One of the best of Jones' pic- 
tures that I have run for a long time. Five reels. — 
H. W. Batchelder, Gait theatre. Gait, Cal.— Small 
town patronage. 



Metro-Goldwyn-Mayer 

THE LATEST FROM PARIS: Norma Shearer— 
55%. March 11-12. The best Shearer has ever 
made. Pleased all. A comedy drama that's a knock- 
out. Give us more like it. Eight reels. — Warren L. 
Weber, Ellinwood theatre, Ellinwood, Kan. — General 
patronage. 

WEST POINT: William Haines— 53%. March 5-6. 
This picture without a doubt is Haines' best, and 
one of the best comedies we have played for some 
time. You can't go wrong by booking it. Ten reels. 
— ^Harold Seaton, LeConte theatre, Sevierville, Tenn. 
— General patronage. 

WEST POINT: Special cast— March 1-2. Best 
Metro-Goldvpyn in a long time. Go the limit for 
advertising it. All comments good. Haines sure 
goes good in this one. — E. T. Dunlap, Dunlap thea- 
tre. Hawarden, la. — General patronage. 

WEST POINT: William Haines— 100 per cent en- 
tertainment. Just as good as "Brown of Harvard" 
and "Slide, Kelly, Slide." Anybody who doesn't play 
this sure is passing up real stuff. — L. E. Palmer, 
Postville theatre, Postville, la. — General patronage. 

BABY MINE : Special cast— 43%. February 26-27. 
Some raved about it and others disliked it. Got 
plenty of laughs by means of "nasty" sub-titles. 
Not as good as "Rookies," but better than most 
feature comedies. Seven reels. — Warren L. Weber, 
Ellinwood theatre, Ellinwood, Kan. — General patron- 
age. 

THE THIRTEENTH HOUR; Lionel Barrymore— 
14%. January 19. A good picture that flopped, that 
might have been a drawing card had the dog "Bona- 



^o Losses in the Box Office 

ICKET REGISTEI^ 



Automatic Ticket 
Register Corp. 

723 Seventh Ave New York 
TiCKETS_/or Every Pucpose^ LOWEST Market Prices 




iiiiii]iiiiiiiii;iiiiiMiiiiiiiiiiiiiiiii,.i 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



49 



parte" been starred when I bought this picture. I 
yrsB told it was a dog picture, but his name was 
never mentioned in the advertising. Six reels. — E. J. 
Williams, Tivoli theatre, Knoxville, 111. — General pat- 
ronage. 

LOVELORN: Sally O'Neil— 36%. February 13-14. 
This picture was very good. We had several com^ 
mente on it, but it failed to be a box office succesa 
here. Six reels. — Harold Beaton, LeConte theatre, 
Sevierville, Tenn. — General patronage. 

LAW OF THE RANGE: Tim McCoy— 30%. Feb- 
ruary 18. This is our first McCoy Western and if 
the others are as good as this, we will be satisfied. 
Six reels. — Harold Seaton, LeConte theatre, Sevier- 
ville, Tenn. — General patronage. 

THE BUGLE CALL: Jackie Coogan— 9%. Feb- 
mary 28-29. Fair picture, but Jackie means nothing 
a;t my box office. Will draw more kids than adults. 
Six reels. — Warren L. Weber, Ellinwood theatre, EI- 
linwood, Kan. — General patronage. 

THE BUGLE CALL: Jackie Cogan— A very good 
Coogan picture which drew good. — Charles V. Mar- 
tina, Family theatre, Mt. Morris, N. Y. — General 
patronage. 

LONDON AFTER MIDNIGHT: Lon Chaney— 
60%. March 6-7. Pleased much better than "Mr. 
Wu" or "Mockery." Chaney as a detective stirs up 
many thrills and leaves the spectator in doubt until 
the end. Seven reels. — Warren L. Weber, Ellinwood 
theatre, Ellinwood, Kan. — General patronage. 

TEA FOR THREE: Special cast— 20%. March 
7-8. And they charge us money for this. The big- 
gest piece of cheese I have run in a year. Terri- 
ble! Look before you buy this. Seven reels. — S. B. 
Kennedy, Central theatre, Selkirk, Man., Canada. — 
Small town patronage. 

THE FAIR CO-ED: Marion Davies— 100%. The 
percentage means the quality and not the amount of 
business. Marion Davies certainly is not hard on 
the eyes. I hope "The Patey" is as good. — L. E. 
Palmer, Postville theatre, Postville, la.— General pat- 
ronage. 

THE FAIR CO-ED: Marion Davies— 58%. An 
extra good college comedy drama. Had high school 
selling tickets which meant good attendance. Seven 
reels. — ^Warren L. Weber, Ellinwood theatre, Ellin- 
wood, Kan. — General patronage. 

THE FAIR CO-ED: Marion Davies — February 14. 
A good school picture with one of the best girls' 
basketball games I ever saw in a picture. Tie up 
with your school and you can put it over big. — Guy 
A. Amis, Princess theatre, Lexington, Tenn. — Small 
town patronage. 

BEN HUR: Special cast— 100%. March 14-15. 
Just simply great. 100 per cent picture. — Bert Sil- 
ver, Silver Family theatre, Greenville, Mich. — General 
patronage. 

SPRING FEVER: William Haines— 30%. March 
18-19. I sent personal letters on this to all golfers 
and other sport fans within ten miles and had the 
poorest Sunday I've had in a month. If they won't 
come when you tell them what you've got, what the 
heck are you going to do? I don't call this picture 
so hot, just a fair comedy drama. The golfing shots 
are good, but who cares if you can't get them in to 
see it? — Roy W. Adams, Pastime theatre. Mason, 
Mich. — General patronage. 

SPRING FEVER: William Haines— 23%. Febru- 
ary 20-21. Sure made a hit with the golf bugs and 
in fact I think it pleased the majority very well. 
Seven reels. — S. G. Ihde, Photoplay theatre, Ashland, 
Kan. — Small town patronage. 

SPRING FEVER: William Haines— March 12-13. 
A mighty clever program picture. Did very good 
business, and best of all, pleased 100 per cent. You 
can't go wrong on these kind. Seven reels. — Guy 
Loudermilk, Fairy theatre, Nappanee, Ind. — General 
patronage. 

THE DEMI-BRIDE: Norma Shearer— 25%. March 
13. A good program picture. — Bert Silver, Silver 
Family theatre, Greenville, Mich. — General patronage. 

MAN, WOMAN AND SIN: Special cast— 19%. 
February 22-23. My patrons did not care for this 
one. Would not class it as a small town picture. 
Seven reels. — S. G. Ihde, Photoplay theatre, Ashland, 
Kan. — Small town patronage. 

BODY AND SOUL: Special cast— 18%. February 
13-14. Not what I would call a small town picture. 
Did not draw very well and is mighty slow. Seven 
reels. — ^S. G. Ihde, Photoplay theatre, Ashland, Kan. 
— Small town patronage. 

WOMEN LOVE DIAMONDS: Pauline Starke— 
25%. March 9. Very good program picture of the 
kind. Fifty per cent satisfaction here. — Bert Silver, 
Silver Family theatre, Greenville, Mich. — General p.nt- 
ronage. 

THE GARDEN OF ALLAH: Alice Terry— 27%. 
Mardh 4-5. A very artistic production of this old 
best seller that won many favorable comments from 
my moat critical patrons. — Roy W. Adams, Pastime 
theatre. Mason, Mich. — General patronage. 

THE GARDEN OF ALLAH: Special cast— D^. 



J. C. Jenkins — His Colyum 



TUCSON, ARIZOiN-\, March 25ih, 1928. 
DEAR HERALD-WORLD: 

The thoughts we want just will not come, 
Just what is wrong we cannot tell. 
This old typewriter's on the bum 
It will not write, it will not spell. 

There's this consoling thought for you 

If at this screed your judgment balks. 

The proper thing for you to do 

Is turn back and read the SERVICE TALKS. 

When Tommy takes his pen in hand 
He writes the stuff we like to read, 
For it's not hard to understand. 

There, if someone will please supply the last line to the above verse we will be obliged, 
we can't do it. We thought of saying "'When he is working on full feed"' but that wouldn't 




The Schieffelin Opera House at Tombstone, Ariz. This is the famous old playhouse 
wherein Frederick Ward, Charles B. Hanford, Theodore Roberts, Murray & Mark and 
many others of the old school used to play. The house u»aj opened by John L. 
Sullivan and Company when on their world lour. This picture will no doubt inter, 
est many of the old-timers. By courtesy of Mr. A. H. Gardner of Tombstone. — 
J. C. J. 

do. Who ever heard of a Chicagoan being on "full feed." If we could have jaid "Wlien 
he is two-thirds full of beer" it might have been more nearly correct, but that wouldn't 
rhyme, and besides it wouldn't have sounded just proper, for no one ever heard of a 
Chicagoan being just "two-thirds full," they don't do it that way. Maybe Phil or Trag could 
help us out. Anyhow, we've got that out of our system, and now if the Uniform Contract 
is satisfactory to everybody, and (w^hile "we're all honest") yet if they will give the boys a 
chance to "cut the cards" it would look like it was going to be a great year. 

Kihibitors Herald and Movuu! I'lcture World Kills a Want None Others Do 

Will someone kindly tell us what a "Bluenose" is? We have seen that word used a lot 
of times in the HERALD-WORLD and are wondering if a "Bluenose" is one who robs a 
bank, holds up a train, gargles his soup, eats pie with his knife, runs off with the hired girl 
or just one who is, from religious training, opposed to Sunday shows. We are opposed to the 
use of the word, it doesn't sound proper and we consider it bad English and its use is bad 
form. Personally we can see no harm in clean Sunday amusements, that's our per>onal 
view on the matter. Our individual taste runs definitely to huekleberry pie, but \»i>uld v»e 
have the right to brand our neighbor across the table as a "bluenose" if perchance he 
would prefer corned beef and cabbage? 

Some of the best people we know in this world are religiously and conscientiously 
opposed to Sunday shows, they are honest in their beliefs as they have a right to be, and 
we would feel like a scurvy pup to refer to them a< "Bliienoses" just because their view? 
did not coincide with our own. The applying of such epithets to those who disagree with 
us does not constitute an argument, and, in our judgment, is the cau*e of much of the 
antagonism against the motion picture iiulii>lry, in that It is apt to c.ill allention to our own 
frailties and short-comings, and the l.ortl knows we are none of us perfect. Let's get away 
from it, let's rise above saying "you're another" and let's show to the world by our own 
examples that we arc not as bad as some would suppose us to be. "Bluenose" is a coin.ige 

(Contintii'd on ttcxt foii.' 



ccmbcr 1. This i.i a Kood picture nml will plea.ie if 
you can get 'em in. .\ foreifrn production with benu- 
tiful scenery and a good sandstorm. Eight rc«la. — 
Paul J. Durbin, Majestic thoalrc, Porry, III.— CfOn- 
cral patronage. 

TILLIE THE TOILER: Marlon Davlaa — 80%. 
February 15. Th.y came, fnvr and were Mtlsflod. 
What more could wo ii!>k ? S<-vcn rccl.^. — E. S. 
Wriuht. R.xlwoo<l tl..:.! ■. K.-.hv.xxl. N. Y.— Small 
town patronnge. 



THE RED MILL: .M.v-lon P.i :. .. J.nnwy 

18. Pcr.vmnlly enjoyed and thousfat it very gooti. 

but it lacked drawing povror hero. S«vrn nnlj 

E. S. Wriirht, R<<dwood theatre. Redwood. N. Y — 
Small town patronaec. 

LOVE: Gilb.-rt-C.arbo— SeV A tronderful com- 
Unation of lovcrji. The picture is furnished by az- 
cbances as dwirod. with a ud or happy endlns. but 
would advlao the happy vndtrur for amall towiM. 
Advertiaed the fact that w« wvrs tihowInK ahead of 



50 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 




(Continued from preceding page) 

by a prejudiced mind, and to use it lowers us in the estimation of the best thinking people. 
Let's forget it. 

Exhibitors Herald and Moving Picture World Fills a Want None Others Do 

We are in receipt of a very nice letter from Miss Prevost written in her own hand, and 
our wife went through our pocket and found it and thereby hangs another tale which we 
are not going to disclose in this Colyum. Suffice to say that she wrote us a very interesting 
account of her work and that she is now in the midst of making "The Godless Girl" under 
the direction of C. B. DeMiUe. When this picture is released it won't be hard to coax us 
into a theatre where this one is showing, for with Miss Prevost in the stellar roll, and under 
the direction of Mr. DeMiUe, no further guarantee will be necessary. 

^Exhibitors Herald and Moving 1-^cture World Fills a Want None Others Do 

That Teapot Dome investigation seems to be starting the sweat on some of the big boys 
up in the front pews. Looks like it was going to be a great year for Europe. There is 
nothing that will stimulate foreign travel like a searching Senate investigation. We judge 
from press reports that when they were pouring petroleum on the Elephant some of it must 
have slopped over on the Jackass, which confirms us in our belief that a man's political 
proclivities does not always prevent his palms from itching. There is no doubt but what 
the boys were "all honest" but somebody must have failed to "cut the cards." Kinda looks 
like that investigation was going to uncover a "bobtail flush" in which event Vox Pop wins 
the pot, should there be any pot left. 

Uncle 'Leazer Biggs says "I've seen some prettj' small bored men holdin' down some 
mighty big jobs," to which Aunt Polly replied, "Yes, yourself for instance, you was Justice 
of the Peace once and the only thing you ever dun was marry a couple in the spring and 
they had a baby and a divorce before watermelons was ripe, so you hain't got nuthin' to 
crow about." To which Uncle 'Leazer answered, "Well Maw, you've noticed that when I 
do a thing it is run right, for it always brings results," which leads us to remark that we 
hope they elect 0. S. Spillman U. S. Senator for Nebraska this fall and then we will have 
somebody down there who will "cut the cards." 

Exhibitors Herald and Movins Picture World Fills a Want None Others Do • 

The chirping of the birds, the cooing of the doves, the strutting of the family gobbler 
together with this warm Arizona sunshine suggests that the bass season will soon be upon 
us, and this naturally reminds us of that gathering of the "Great Unwashed" at Alexandria, 
Minnesota, this coming June. We are glad to note that registrations have started and we 
hope to see before another month has passed a line of registrations longer than a film 
salesman's speech, and that will be long enough. Our friend Phil seems to be somewhat 
juberous (can't find it in Webster) that the program will not be up to the Idaho standard. 

We are not familiar with the current rating of the reds, whites and blues in Minnesota 
but presume that can be satisfactorily arranged when the convention convenes. There is 
only one thing we will guarantee, and that is to keep the camp larder abundantly supplied 
with bass and walleyed pike. Micky Larson and Trag will slice the lemons and manipulate 
the shaker and otherwise preside at the ice box while Crocket and his Bullfoundland are 
digging the worms for Tom Foster and Gailey to fish for bullheads with. 

Phil needn't worry but what he will be entertained. Eagle Eye Joe will have charge of 
all social functions and you boys who know Joe know what that means, there won't be a 
dull moment while Joe is on the job. Trag's suggestion that we invite all the constellations 
at Hollywood to attend is a good one, and we will appoint Doug Hodges to take the matter 
up with them and report. 

As we understand it, this convention is open to all members of the HERALD-WORLD 
family, their wives, sweethearts and the hired girl, also the stars (and their ex-husbands). 
Directors, Producers and all others directly connected with the business and who want to 
have a good time and meet a bunch of regular fellows. We would like to nominate Thomas 
O. Service as Master of Ceremonies. Do we hear a second to the motion? 

Exhibitors Herald and Mcviiif; Picture World Fills a Want None Others Do 

We are a little bit peeved today. Just across the road from our wife's domicile is a 
quarantine station where they stop people to find out if they are carrying any diseased fruit 
or other things not permitted to be brought into or taken across the state, the object being 
to stop the spread of fruit scale, boll weevil and republicans, and we have learned that 
Dolores Del Rio was stopped there yesterday and she didn't even make inquiry about us, 
let alone calling on us. According to the Tucson papers Miss Dolores was to have dedicated 
a new hotel in Nogales night before last on her way from some point in Mexico to Holly- 
wood. She came right by our house and never as much as said "boo" and that's what we 
call treating a fellow pretty shabby. Betcha Marie wouldn't have done that, no sir, you bet 
she wouldn't, she would have come right over and sat down in the big rocker and said, 
"Well, Old Timer, what's the present status of the ice box?" that's the kind of a good fellow 
Marie is. 

Exhibitors Herald and Moving Picture World Fills a Want None Ottiers Do 

There are two things about Arizona that we heartily approve of, her climate and her 
sunsets. We have traveled considerable of Uncle Sam's domain, a little of Mexico, some of 
Canada and part of South Dearborn street, but nowhere have we seen such gorgeous sunsets 
as here in Arizona. If we had the ability to put an Arizona sunset on canvas just as it is 

we'd be willing to spend three weeks in Hollywood without a chaperone, and take chances. 

Exhibitors Herald and Moving Picture World Fills a Want None Others Do 

All right, Jay, if you insist on it we will stop right here. 

J. C. JENKINS. 
The HERALD WORLD man. 



Rochester, but it seems that to follow the city is 
Ijetter. — Charles V. Martina, Family theatre, Mt. 
Morris, N. Y. — General patronage. 

LOVE: Gilbert-Garbo— 50%. March 7-8-9. A 
real sweet picture with good acting and a real sweet 
heroine. Crowds not so good, but no fault of the 
picture. This is the happy ending picture, and 
what I mean, the customers were highly satisfied. 
Eight reels. — Roy E. Mitchell, Plainview theatre, 
Plainview, Tex. — General patronage. 



MR. WU: Special caBt^-60%. January 25. Very 
good picture, wonderful settings and acting. Chaney 
will not pull for me here. Eight reels. — E. S. 
Wright, Redwood theatre. Redwood, N. Y. — Small 
town patronage. 

CAPTAIN SALVATION: Special cast>-30%. Feb- 
ruary 1. Good picture, but a little too heavy for 
small towns. Not enough comedy relief. Eight reels. 
— E. S. Wright, Redwood theatre, Redwood, N. Y. — 
Small town patronage. 



TWELVE MILES OUT: John Gilbert — 70%. 
Played this as a substitution and did Quite well 
against basketball games and card parties. This town 
is card party nuts. Does any exhibitor knew how 
to get them away from these things? Please let me 
hear from some of you boys. Eight reels — L. E. 
Palmer, Postville theatre, Postville, la. — General pat- 
ronage. 

TWELVE MILES OUT: John Gilbert— 31%. 
March 6. A very good picture, only some did not 
like the tragic ending. Eight reels. — Mrs. Hulda J. 
Green, Gem theatre, Greenriver, Utah. — General pat- 
ronage. 

THE UNDERSTANDING HEART: Joan Craw- 
ford — 25%. January 4. Very good, but blizzard 
against us. Seven reels. — E. S. Wright, Redwood 
theatre. Redwood, N. Y. — Small town patronage. 

THE SMART SET: William Haines— March 12-13. 
This is the best picture that I ever saw of its kind 
and that is what the customers said, too. The pic- 
ture did good business, and I say give us more pic- 
tures like that and it won't be long, papa. Seven 
reels. — Roy E. Mitchell, Plainview theatre, Plainview, 
Tex. — General patronage. 

THE BIG CITY: Lon Chaney— March 3-4. Lon 
Chaney at his best. In our estimation, Chaney is 
the most wonderful character actor in the business 
and this shows him at his best, also entire cast do 
very well. But it is an unpleasant theme. One 
crook stealing from another isn't the kind of stuff 
we like to show our youngsters as entertainment ; 
for adults who appreciate acting, it's wonderful. We 
absolutely cannot put Chaney over in our town. 
Had poorest business on this in a long time. We 
are going to try "London After Midnight," and if 
we don't do better we will have to discard Chaney 
for good. Eight reels. — Crosby & Schwierske, Rex 
theatre, Colby, Wis. — Small town patronage. 

QUALITY STREET: Marion Davies— March 11-12. 
When the people looked at the paper outside and 
saw that it was a period play they said, "Maybe 
the comedy is good anyway." The picture itself is a 
delightful change from the same old comedy situa- 
tions that we pretty near know by heart, but it's not 
a business getter. Eight reels. — John L. Damm, 
Strand theatre, Wadsworth, Ohio. — General patron- 
age. 

THE BIG PARADE: Special cast— March 4-5-6-7. 
Bought right and made some money. But burglars 
got my profit (if the Lion don't get it the Tigers 
do). But the picture is there. — E. N. McFarland, 
Pinegrove theatre. Port Huron, Mich. — Suburban 
patronage. 

ADAM AND EVIL: Lew Cody— November 3. Very 
good comedy that pleased a good crowd. Better than 
"Tea for Three." Six reels. — Paul J. Durbin, Ma- 
jestic theatre. Perry, 111. — General patronage. 

ADAM AND EVIL: Cody-Pringle — We ran this 
the same week as "Naughty but Nice" and had far 
more favorable comment on this than on "Naughty 
but Nice." The title is against this, but it is a 
very clever comedy and should please any audience 
in any house. Would class it as very good. Seven 
reels. — Crosby & Schwierske, Rex theatre, Colby, Wis. 
— Small town patronage. 

FOREIGN DEVILS: Tim McCoy— Very good. Bet- 
ter than the average program. Five reels. — Marion 
F. Bodwell, Paramount theatre, Wyoming, 111. — 
General patronage. 

FOREIGN DEVILS: "Km McCoy— March 16-17. 
Not as good as "Spoilers of the West," but will 
please a Saturday night crowd. I think Tim McCoy 
would be better in Western pictures than in that 
educational stuff. Five reels. — ^P. G. Held, Strand 
theatre, Griswold, la. — Neighborhood patronage. 

SPOILERS OF THE WEST: Tim McCoy— This is 
our first Tim McCoy and we are trusting the rest 
are better than this one. Didn't register very good. 
Wouldn't say it was poor, but couldn't call it good. 
Only fair. Seven reels. — ^C. A. Spainhour, Twilight 
theatre, Greensburg, Kan. — General patronage. 

SPOILERS OF THE WEST: Tim McCoy— Just 
about the poorest Western I've ever played. Here's 
hoping "The Law of the Range" and "Wyoming" 
are better. — L. E. Palmer, Postville theatre, Post- 
ville, la. — General patronage. 

SPOILERS OF THE WEST: Tim McCoy— Febru- 
ary 25. I cannot get them in on McCoy. My peo- 
ple don't like him.— E. T. Dunlap, Dunlap theatre. 
Ha warden, la. — General patronage. 

BUTTONS: Jackie Coogan— Better than "The 
Bugle Call." Better drawing power than the or- 
dinary program picture. Jackie is not the drawing 
card he was several years ago. Seven reels. — Mar- 
ion F. Bodwell, Paramount theatre, Wyoming, 111. — 
General patronage. 

BUTTONS: Jackie Coogan — Very good, Jackie. I 
wish you made more pictures each year. Most every- 
body likes you here. — L. E. Palmer, Postville theatre, 
Postville, la. — General patronage. 

IN OLD KENTUCKY: Special cast— Nowhere 
near as good as the old one that First National made 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



51 



years ago. — Charles V. Martina, Family theatre, Mt. 
Morris, N. Y. — General patronage. 

IN OLD KENTUCKY: Special cast— Very good 
race track picture that m different. My audience 
praised it very highly. That's something to iba 
credit, too. This town never was strong on this kind 
of picture. James Murray is a comer. Just wait 
and see. — L. E. Palmer, Postville theatre, Postville, 
la. — General patronage. 

THE FRONTIERSMAN: Tim McCoy— February 
H. A splendid historical action picture showing the 
settlement of Tennessee and the land between the 
Allegheny mountains and the Mississippi river. 
Plenty of Indians fighting. You can tie up with the 
schools and put it over big for it is really educa- 
tional. — Guy B. Amis, Princess theatre, Lexington, 
Tenn. — Small town patronage. 

THE SCARLET LETTER: Lillian Gish— I class 
this as one of the best pictures I have seen, but this 
kind of a picture doesn't mean anything here. They 
want rough stuff. Nine reels. — E. C. Bays, Globe 
theatre, Buena Vista, Va. — General patronage. 

THE SHEIK and THE SON OF THE SHEIK: 
Rudolph Valentino — We played them Saturday night 
and they made us money. Better than the money, 
they pleased our people. A refreshing change from 
many times we have been stung lately. — A. E. Wil- 
cox, Unique theatre, Bricelyn, Minn. — -Small town 
patronage. 



Paramount 



OLD IRONSIDES: Special caet^75%. March IS- 
IS. This is a splendid picture. Interesting, lair 
cast and Beery and Bancroft give a lot of good 
comedy. Gave 100 per cent satisfaction. — Bert Sil- 
ver, Silver Family theatre, Greenville, Mich. — Gen- 
eral patronage. 

SPORTING GOODS: Richard Dix— 70%. March 
8. Good. They all seem to like this one. Six reels. 
— Aug. Berkholtz, Mermac theatre, Wdfet Bend, Wis. 
— General patronage. 

SPORTING GOODS: Richard Dix— 63%. Dix as 
a traveling salesman goes over in fine style and ■will 
please all classes. Some very good comedy In this ; 
play it. Six reels. — ^Warren L. Weber, Ellinwood 
theatre, Ellinwood, Kan. — General patronage. 

SPORTING GOODS: Richard Dix— 50%. March 
2-3. Very clever little picture that will please Dix 
fans and keep everyone amused. Six reels. — W. G. 
Wright, Colonial theatre, Troy, Mo. — General pat- 
ronage. 

FEEL MY PULSE : Bebe Daniels— 50%. March 8. 
Better than the average. Good entertainment. — 
W. G. Wright, Colonial theatre, Troy, Mo. — General 
patronage. 

FEEL MY PULSE: Bebe Daniels— 40%. March 4. 
No story, very light. Nothing to it. Six reels. — 
Aug. Berkholtz, Mermac theatre. West Bend, Wis. — 
General patronage. 

THE CITY GONE WILD: Thomas Meighan— 70%. 
If Meighan would make them all like this, he would 
never die out. As good as "Underworld," and that's 
saying a lot. — Charles V. Martina, Family theatre, 
Mt. Morris, N. Y. — General patronage. 

THE CITY GONE WILD: Thomas Meighan— Very 
good, but not to be compared to "Underworld." 
Best thing Meighan has given us in a long time. But 
Tom, you had better have someone double your fight 
scenes. You're terrible. — L. E. Palmer, Postville 
theatre, Postville, la. — General patronage. 

GET YOUR MAN: Clara Bow— 80%. Personally 
I can't see why they go wild about Clara, but the 
sheiks and shebas sure come in to see her. "Get 
Your Man" is good, but not too much so. "Rough 
House Rosie" and "It" are both much better. Six 
reels. — L. E. Palmer, Postville theatre, Postville, la. — 
General patronage. 

GET YOUR MAN: Clara Bow— 70%. March 5-6. 
Boys, here's a picture. Better than "It" or "Hula." 
It did better and pleased more for me, anyway. They 
all raved over it, and what a title for leap year. 
Seven reels. — S. B. Kennedy, Central theatre, Selkirk, 
Man., Canada. — Small town patronage. 

GET YOUR MAN: Clara Bow— 60%. March 9-10. 
Not much of a story but a lot of Miss Bow, and my 
customers approve heartily of that. If she doesn't 
personify the modern girl, it will never be done. I 
fail to get J. C Jenkins' idea of changing names 
of his car, unless he feels the car is unworthy. A 
photo of Miss Bow would look very well In my 
lobby. Six reels. — W. G. Wright, Colonial theatre, 
Troy, Mo. — General patronage. 

GET YOUR MAN: Oara Bow— 51%. March 2-3. 
Clara as cute as ever in this. Buddy Rogers does 
good work In support. Failed to draw as well as 
"Hula." "Red Hair" should be a knockout, March 
4-5. Six reels. — Warren L. Weber, Ellinwood theatre, 
Ellinwood, Kan. — General patronage. 

GET YOUR MAN: Clara Bow— Has she got 
naughty eyes? Well, I'll say, nothing else but, and 
everything else that goes with it. Some sny that 
this was just an exhibition of Clara's legs. Well, 



Phil Declines Chair; 
Nomination in Order 



I've just received the following letter from our friend, Phil Rand. Ifs up to you 
boys as to zvhat action should be taken. 

"DEAR JOE: Joe, you old scally-wag. What do you mean by appointing me presi- 
dent of an Exhibitors Club that has no members . . ." 

(Note: Pardon, Phil, here are four livewire members to start with: Yourself, Mrs. Hulda J. 
Green, Gem theatre, Greenriver, Utah; the famous Trags of Neillsville, Wis, and Frank E. Sabin, 
Majestic theatre. Eureka, Mont.. And that ain't half of those who are going to join.) 

". . . Well, Joe, old top, I'm sorry but I can't serve as I'm sick in bed and haven't 
the necessary pep to wield the gavel. Thanks jus^t the same. 

"I'm for an Exhibitors Club, however, one which can get its members to put their 
feet under the same table and cuss and discuss any old thing. Then when the Exhib- 
itors Club has a full fledged membership let's have an election for Prexy, Vice and 
Sec, then go off to a quiet retreat and make said officers " set 'em up" in a manner 
and style proper to the occasion. 

"We might have a temporary chairman and I think Joe should serve. Yours for better 
acquaintance and friendly feeling between exhibitors." 
Nominations are in order for officers of "Our Exhibitors Club." Let's take a ref- 
erendum. The ballot folloivs: 

'EAGLE EYE JOE"' FISHER. 

**Eagle Eye Joe" Fisher, 

Exhibitors Herald and Moving Picture World, 

407 South Dearborn Street, 

Chicago, III. 



cast my ballot as follows: 



President 



Vice-President 



Secretary 

Sergeanl-at-Amts 



Historian 



Name ... 
Theatre 

City 



maybe it is. Just the same it is what the people 
want, so Clara, we're for you 100 per cent. It will 
please the old people as well as the young. One 
old man stopped at the box office as he passed out 
and said, "that picture reminds me of the days when 
I was young." She sure is a dandy. Give us more 
pictures with young stars and watch the dimes and 
nickels come in the box ofBce. How about a nice 
photograph, Clara? Six reels. — Marion F. Bowdell, 
Paramount theatre, Wyoming, 111. — General i)atron- 
age. 

LOVE AND LEARN: Esther Ralston— 55%. Feb- 
ruary 19-20. Esther Ralston chalks up her fourth 
straight "hit" in this. Starts out rather slowly, but 
boy, howdy, she certainly snaps out of it. In my 
opinion, Esther Ralston will be the leading female 
star a year from now. She has yet to make a poor 
picture. Six reels. — Warren L. Weber, Ellinwood 
theatre, Ellinwood, Kan. — General patronage. 

THE SECRET HOUR: Pola Negri— 60%. March 
6. Fair, nothing big. Eight reels.— Aug. Berkholti, 
Mermac theatre. West Bend, Wis. — General patron- 
age. 

THE SECRET HOUR: Pola Negri— March 10. 
Very poor. Suggestive and an insult to any decent 
woman. Such pictures are what makes one want to 
see the Brookhart bill. I cannot imagine the state 
of mind of the director that produced it. No fault 
of Miss Negri, her work was good, and ia always 
so if she is given something decent to do. Six reels. 
— E. H. Randall, Liberty theatre, Condon, Ore.— 
General patronage. 

GENTLEMEN PREFER BLONDES: Ruth Taylor 
— 70%. March 1-2. This picture was sold to me as 
a special. I watched this picture projected three or 
four times, but as yet, I cannot make out where 
it is a special. It also failed at the box ofHcA. 
Seven reels. — ^Harold Seaton, LoConte theatre, Sov- 
ierville, Tenn. — General patronage. 

UNDER THE TONTO RIM: Special cnflt— 80%. 
March 10. Zane Grey's story. Very good. Seven 
reels. — Aug. Berkholtz, Mermac theatre. West Bend, 
Wis. — General patronage. 

UNDER THE TONTO RIM: Mary Brian— 75%. 
February 16. .\ good story, but entirely dlfforcnt 
from the book. Has a different setting and an en- 
tirely different theme.- W. G. Wright. Colonial the- 
atre, Troy, Mo. — General patronage. 

BEAU SABREUR: Special ca.nt— 50%, March 
11-12. This is n good picture, but no comparUon to 
"Beau Gc.st«." Ca.st fine, gnvo about a ftfty-flfly 
satisfaction. First night busincs.* good, second night 
a terrible flop. — Bert Silver, Silver Family theatre. 
Greenville, Mich. — General patronage. 

WIFE SAVERS: Bcory-Hatton— «S%. Good pic- 



ture, but by no means another "Behind the Front." 
These boys need a new line or a new bunch of ideas. 
Sold too high to make money. I never seem to learn, 
but I hope to some day ; when I do somebody's 
prices are going to drop. — L. E. Palmer, Post\-iUe 
theatre, Postville, la. — General patronage. 

THE LAST OUTLAW: Gary Cooper— 60»'o. March 
10. Very good picture. Our best Saturday night in 
the last two months. Gary Cooper's name is be- 
ginning to mean cash for us. Six reels. — Mrs. 
Hulda J. Green, Gem theatre. Greenriver, Utah. — 
General patronage. 

THE GAY DEFENDER: Richard DLx— 70%. Dix. 
they had you do a Lon Chancy in this. Pretty 
good picture, but do you know folks like to see you 
just as you are? So be yourself in your next pic- 
ture. .A.thletic stories like "The Quarterback" and 
"Knockout Riley" just fit your i>crsonality. — L. E. 
Palmer, Postville theatre, Postville, la. — General pat- 
ronage. 

BEAU GESTE: Special cast— €6%. February J-4. 
This picture rightly deserves "Photoplay magaiine's" 
medal of honor. The story is a little too deep for 
some of my patrons, but should please almost 100 p«T 
cent. Ten reels. — Warren L. Weber. Ellinwood the- 
atre, Ellinwood, Kan. — General patronage. 

BEAU GESTE: Ronald Coleman— 16*;. January 
2-3-4. A good picture that failed to gi^t any btisJ- 
ness. Not a small town attraction. Ten reel<.— 
E. J. Williams, Tivoli theatre. Knoxrille, 111. — Gen- 
eral patronage. 

BEAU GESTE: Special cast— This picture is very 
good. Something different. Men will like it much 
better than women, because of the adventure. On* 
of the better pictures. Play it. Ten roels. — Mr*. 
James Webb, Oozy theatre. Union. Ore. — Small town 
patronage. 

JESSE JAMES: Fred Thomson— 70*'^ Very good 
Western that i.^ really a splendid e\-cniag's anter- 
tainment. The title brought m.iny and thouj;h the 
story and plctur<» were much different than they ex- 
pected, there were no kickn and many oomplimcnta. 
— L. E. Palmer, Postville theatre. PostvUlc. U.— 
General palronngo. 

NEVADA: Gary Cooper— 75%. Marrh 10. Good 
picture and gets the crowd as all the Zane Grejr 
picturtxi do. Seven n-«ls. — B. Hollcnbcck. Ros» and 
Liberty thcntres. Suinas and Lyndon, Wash. — Small 
town patronage. 

NEVADA: Gary Cooper— March JS-14. A v«ry 
coixl Western that pleased all my Western fans. 
0«ry Cooper not quite as good an Jack Holt la 
those Zane Grrys. It U rather hard to undemtand 
why Paramount didn't kMp Jack Holt In thaa* 
Zao* Greya. but thera ar« a lot o( thins* w« eaa*l 



52 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



understand. Print good, photography pretty good. 
Seven reels. — P. G. Held, Strand theatre, Griswold, 
la. — Neighborhood patronage. 

MADAME POMPADOUR: Dorothy Gish— 14%. 
March 8. Very small house. Picture good. Seven 
reels. — Mrs. Hulda J. Green, Gem theatre. Green- 
river, Utah. — General patronage. 

MADAME POMPADOUR: Dorothy Gish— Our 
people did not care for this picture. Costume plays 
rarely, if ever, get over with our clientele. Seven 
reels. — Giacomo Broe., Crystal theatre,' Tombstone, 
Ariz. — General patronage. 

THE WAY OF ALL FLESH: Emil Jannings— 
40%. February 7-8. The greatest piece of acting I 
have ever eeen. Nothing unusual about the story, 
but Jannings' work has never been equaled. Pleased 
every patron without exception. Play it by all 
means. Nine reels. — Warren L. Weber, Ellinwood 
theatre, Ellinwood, Kan. — General patronage. 

NOW WE'RE IN THE AIR: Beery-Hatton— 53%. 
February 16-17. Thie is another good comedy and 
we made money on it. Six reels. — Harold Seaton, 
LeConte theatre, Sevierville, Tenn. — General patron- 
age. 

NOW WE'RE IN THE AIR: Special cast— 50%. 
March 1-2-3. Did not think this as good as usual 
Beery-Hatton creations, but did very good business. 
Some scence are rather vulgar. Six reels. — S. B. 
Kennedy, Central theatre, Selkirk, Man., Canada. — 
Small town patronage. 

NOW WE'RE EN THE AIR: Beery-Hatton— A 
very good comedy. If played when you get good 
crowds it seems to go over better. When people 
laugh the rest will follow. — Charles V. Martina, 
Family theatre, Mt. Morris, N. Y. — General patronage. 

NOW WE'RE IN THE AIR: Special cast— Very 
good comedy drama. Quite a bit of smut, but they 
eeemed to enjoy it. Something a little different. — 
Marion F. Bodwell, Paramount theatre, Wyoming, 
111. — General patronage. 

SWIM, GIRL, SWIM: Bebe Daniel&-^8%. Jan- 
nary 6-7. Good. Bebe siire hits the spots in this 
college picture. The tall English fellow in this was 
great ; can't think of his name. James Hall, good, 
too. Seven reels. — E. J. Williams, Tivoli theatre, 
Knoxville, 111. — General patronage. 

CHANG: Special cast— 55%. January 16-17-18. 
A mighty good picture of its kind. Very educational, 
an ideal picture to tie up with schools. The fellow 
"Kru," who takes the lead, is a Presbyterian elder, 
his picture appeared on one of the foreign mission 
booklets. Telling about his playing in "Chang," a 
wonderful tieup with churches. Eight reels. — E. J. 
Williams, Tivoli theatre, Knoxville, III. — General pat- 
ronage. 

SHANGHAI BOUND: Richard Dix— 12%. Janu- 
ary 9-10. Good, the women especially liked it. It 
should go over anywhere. Six reels. — E. J. Wil- 
liams, Tivoli theatre, Knoxville, 111. — General pat- 
ronage. 

BORN TO THE WEST: Jack Holt— 64%. March 
10. This sure was a good Western and I guess that 
is all we can say, as you know what these Zane 
Grey's Westerns are. None other than the best 
Westerns out. Six reels. — ^Harold Seaton, LeConte 
theatre, Sevierville, Tenn. — General patronage. 

DESERT GOLD: Special ca8t^-85%. February 
25. This picture is old and was not as good as 
some of the other Zane Greys. Just as usual, this 
one was not like the book. The night we played 
this picture there was a special play given in town, 
but we must have made them look sick, for we had 
an excellent crowd and made money by playing it. 
You can't go wrong with Zane Grey's Westerns. 
Seven reels. — Harold Seaton, LeConte theatre, Sev- 
ierville, Tenn. — General patronage. 

THE KID BROTHER: Harold Lloyd— 40%. A 
dandy comedy and as good for children as for 
grownups. Another snow storm kept them away. 
Paramount gave us a percentage proposition that 
was fair and square. Eight reels. — Minnie M. 
Schnoor, Paramount theatre, Stapleton, Neb.— Small 
town patronage. 

KNOCKOUT RILEY: Richard Dix— 14%. Feb- 
ruary 15-16-17. Did not do nearly as well as I 
thought it should have ; while Dix has made much 
better pictures, yet this one is very good of Its 
kind. Had soma cold weather that hurt business 
to some extent. Paramount asks entirely too much 
for this star and as soon as I complete my present 
contract, Dix will be out of my town unless rental 
is reduced about 60 per cent. Seven reels. — S. G. 
Ihde, Photoplay theatre, Ashland, Kan. — ^Small town 
patronage. 

KNOCKOUT RILEY: Richard Dix— March 7. 
Real picture and real fight. Mary Brian is sure a 
pretty girl. Please allow her to get a little plumper 
for her caliber and give her a real chance. She 
will be your best bet. Six reels. — Mayer Shoyer, 
M. W. A., Soldier, Kan. — Small town patronage. 

IT: Clara Bow— 25%. March 1-2. Best of its 
kind I have ever used. Seven reels. — S. G. Ihde, 



Photoplay theatre, Ashland, Kan. — Small town pat- 
ronage. 

THE CANADIAN: Thomas Meighan— 19%. Feb- 
ruary 18. Not what I would call a Meighan type. 
Paramount has ruined this star for me by putting 
him in the wrong class of pictures. Eight reels. — 
S. G. Ihde, Photoplay theatre, Ashland, Kan. — Small 
town patronage. 

RED HAIR: Clara Bow— The best since "It." 
Would rate this as excellent plus. — Russell Armea- 
trout, K. P. theatre, Pittsfield, 111. — General patron- 
age. 

THE PIONEER SCOUT: Fred Thomson— March 
18-19. Good, of course ; I have yet to play a poor 
Thomson. I only wish we could get eight instead 
of four of his pictures a year. Thomson pictures 
have made more money for me than any other 
pictures that I have played the twelve years I am in 
the game. Print good, photography good. Seven 
reels. — P. G. Held, Strand theatre, Griswold, la. — 
Neighborhood patronage. 

TWO FLAMING YOUTHS: Fields-Conklin— A 
fairly good comedy drama. — Charles V. Martina, 
Family theatre, Mt. Morris, N. Y. — General patron- 
age. 

SHE'S A SHEIK: Bebe Daniels— A program pic- 
ture that did not draw very much. She is better 
in American settings. — Charles V. Martina, Family 
theatre, Mt. Morris, N. Y. — General patronage. 

SOFT CUSHIONS: Douglas MacLean— March 13- 
14. An interesting and entertaining program pic- 
t\ire. The tale of three oriental thieves of which 
Doug proves to be the slickest. Sue Carroll helped 
the picture by her presence. Seven reels. — Wm. E. 
Tragsdorf, Trags theatre, Neillsville, Wis. — Small 
town patronage. 

SOFT CUSHIONS: Douglas MacLean— March 6. 
This is different and is neither good nor bad. There 
isn't much comedy, so why call it a comedy? Didn't 
draw. Seven reels. — ^Robert Yancey, Bonny theatre, 
Mansfield, Mo. — General patronage. 

RUNNING WILD: W. C. Fields— As the Mexi- 
cans say, "Nada, Nada," we are longing for pic- 
tures that both Americans and Mexicans will say 
"Bully bueno." Six reels. — ^Giacoma Bros., Crystal 
theatre. Tombstone, Ariz. — -General i)atronage. 

FIGURES DON'T LIE: Esther Ralston— Very 
good, comedy drama. One of Esther Ralston's best. 
Seven reels. — Mrs. James Webb, Cozy theatre. Union, 
Ore. — ^Small town patronage. 

RITZY: Betty Bronson — March 3. Can't say 
enough for this one, but that fellow Austin ought 
to be a good bet for someone. Miss Bronson, mighty 
pretty, but still just iiuttering around. — Mayer 
Shoyer, M. W. A., Soldier, Kan. — Small town pat- 
ronage. 

TELL IT TO SWEENEY: George Bancroft— Feb- 
ruary 28-29. Pretty good comedy. Print good, pho- 
tography good. Six reels. — P. G. Held, Strand the- 
atre, Griswold, la. — ^Neighborhood patronage. 

STARK LOVE: Special cast— March 4-5. Pretty 
good picture of its kind, but has no drawing power. 
My patrons didn't like it. Six reels. — P. G. Held, 
Strand theatre, Griswold, la. — Neighborhood patron- 
age. 

FASHIONS FOR WOMEN: Esther Ralston— 
March 10. Was this entertainment ? Why was it 
made ? Esther Ralston is pretty, has a peach of a 
smile. If you have saved enough of your pay check 
to be independent for life, refuse to play in such 
trash. You are a peach of a summer girl and ought 
to have stories accordingly. Six reels. — Mayer 
Shoyer, M. W. A., Soldier, Kan. — Small town pat- 
ronage. 

THE CAMPUS FLIRT: Bebe Daniels— Here is a 
college picture with no football in it. It's a clean 
drama which any audience would like. El Brendel 
and James Hall are good. Seven reels. — S. R. Cook, 
Althea theatre, Dunseith, N. D. — General patronage. 
THE ROUGH RIDERS: Special oast— March 12- 
13. This is a good picture, but for some reason it 
didn't draw. Had about the smallest crowd we ever 
had on a special. Fine weather, too. Had to pay 
too much for it and had to raise the admission price. 
Paramount are too high on their specials. Small 
towns can't pay it. Good print and photography. 
Ten reels. — Robert Yancey, Bonny theatre, Mansfield, 
Mo. — General patronage. 

YOU NEVER KNOW WOMEN: Florence Vidor— 
Don't be misled by the name, for this picture is 
different than I thought it was. It is a picture of 
stage life and it is a vaudeville in itself. Don't 
fail to book it, as there are tricks that seem as real 
as though you were right there. Clive Brook as the 
hero is at his best and Lowell Sherman cops the 
prize as a villain. It is a great kid show as well as 
a strong love affair. El Brandel furnishes comedy 
galore. Six reels. — S. R. Cook, Althea theatre, Dun- 
seith, N. D. — General patronage. 

ROLLED STOCKINGS: Special cast— March 14. 
Pretty good picture. Louise Brooks' acting doesn't 
improve, but that doesn't make any difference. Any 
picture will be improved by her presence. She Is 



one sweet girl. Six reels. — Mayer Shoyer, M. W. A., 
Soldier, Kan. — Small town patronage. 

ROLLED STOCKINGS: Special cast^-Here is a 
splendid picture. Title misleading. Nothing to do 
with rolled stockings at all. Play it and please 
your patrons. Six reels. — Mrs. James Webb, Cozy 
theatre, LTnion, Ore. — Small town patronage. 

FORLORN RIVER: Jack Holt— This picture drew 
fairly, and was a good one. The names "Zane 
Grey" and "Jack Holt" were responsible for that. 
Raymond Hatton furnishes the laughs as the tramp 
and Edmund Burns is good. Six reels. — S. R. Cook, 
Althea theatre, Dunseith, N. D. — General patronage. 

EAGLE OF THE SEA: Ricardo Cortez— Here is a 
good picture of its kind. Pleased everybody who 
saw it and that's saying a lot. Eight reels. — S. R. 
Cook, Althea theatre, Dunseith, N. D. — General i>at- 
ronage. 

SO'S YOUR OLD MAN: W. C. Fields— A good 
comedy but could easily be made into a two-reel 
comedy. Six reels. — S. R. Cook, Althea theatre, Dun- 
seith, N. D. — General patronage. 

BARBED WIRE: Pola Negri— One of the beat 
pictures of the year. If you want to give your 
audience a treat, book this one in. Almost as big 
as "The Big Parade," produced on a gigantic scale. 
— Marion F. Bodwell, Paramount theatre, Wyoming, 
ni. — General patronage. 

BARBED WIRE: Pola Negri— Very favorable 
comments and very good business. Far better than 
"Woman on Trial." Can't see why anyone should 
pan this. — L. E. Palmer, Postville theatre, Postville, 
la. — General patronage. 

MAN OF THE FOREST: Jack Holt— Fair picture, 
that's all. Six reels. — S. R. Cook, Althea theatre, 
Dunseith, N. D. — General patronage. 

FASCINATING YOUTH: Junior Stars of 1926— 
I consider this a good picture because it has real 
pep. What took with the crowd was that some of 
the old stars like Richard Dix, Lois Wilson, Adolphe 
Menjou, Percy Marmont and Clara Bow took part 
Seven reels. — S. R. Cook, Althea theatre, Dunseith, 
N. D. — General patronage. 

VARIETY: Emil Jannings— This is the best pic- 
ture we've played in a coon's age. It's a carnival 
in itself with some acrobatic stuff that's better than 
Ringling Brothers' circus. Lya de Putti is great 
support. Six reels. — S. R. Cook, Althea theatre, Dnn- 
seith, N. D. — General patronage. 



Pathe— P D C 



BORDER BLACKBIRDS: Leo Maloney— 75%. 
March 3. This is above the average Western. Six 
reels. — ^Harold Seaton, LeConte theatre, Sevierville, 
Tenn. — General patronage. 

THE FORBIDDEN WOMAN: Jetta Goudal— 29%. 
March 11-12. Very dramatic, but it ends unhappi^. 
Jetta Goudal gets shot finally and I gathered a hazy 
impression that it was because of the way she combed 
her hair, but I wasn't watching the picture at the 
time. Maybe they proved some other crime on her. 
—Roy W. Adams, Pastime theatre. Mason, Idich. — 
General patronage. 

THE GIRL IN THE PULLMAN: Special castr- 
28%. Good comedy to poor business. — E. N. McFar- 
land, Pinegrove theatre. Port Huron, Mich. — Sub- 
urban patronage. 

THE MAIN EVENT: Special cast— Have had sev- 
eral better prize fight yarns than this one. Rather 
draggy. Print okay. — Dwight Grist, Theatorium, 
Columbia Falls, Mont. — General patronage. 

THE COUNTRY DOCTOR: Rudolph Schildkrant 
— ^Too darned long and drawnout. People got tired 
waiting for the end and nothing to the end when It 
came. I notice most of the comments on this one 
have been good, but we can't see it. Wish we had 
left it in the exchange, as we have most of this 
compay's stuff and made money by it. Eight reels. 
— C. A. Spainhour, Twilight theatre, Greenburg, Kan. 
General patronage. 

A HARP IN HOCK: Rudolph Schildkraut— This 
picture was as human as any we have ever pre- 
sented. Do not be afraid to advertise this, as splen- 
did for kiddies and everyone. The most particular 
cannot find fault with it, and acting wonderful. — 
Mrs. A. B. Woodyatt, Bio theatre, Moline, 111. — 
General patronage. 

PALS IN PARADISE: Special cast^Very good 
picture. Not a special but far superior to the aver- 
age program picture. Business below average. 
Seven reels. — Marion F. Bodwell, Paramount theatre, 
Wyoming, III. — General patronage. 

CLINGING VINE: Leatrice Joy— Fairly good pro- 
gram picture. For some reason these produoiers of 
Pathe pictures don't get much results for me. — 
Marion P. Bodwell, Paramount theatre, 'Wyoming, 
ni. — General patronage. 

NO MAN'S LAW: Rex— The horse was fine. The 
story terrible. The direction about the same and the 
cast very weak. Can't give this much. Sorry. — 
L. E. Palmer, Postville theatre, Postville, la. — Gen- 
eral patronage. 



April 7, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



53 



(Continued from page 44) 



Length Title and Playert 



Released 



New 
Picture! 



Reviewi 



6448 
S614 



Snowbound (FC), Blythe...- _ 

Streets of Shanghai (RD), Starke-Harlan Dec. 15 

Tired Business Man (C) 

Wild Geese (D), Belle Bennett Not. 15 

Women's Wares (D), Brent-Lytell Oct, 1 



..July 30 



Dec. 24 



1927 

9264 

seoo 

7500 
7311 
t560 

7440 
«120 
9000 
7456 
8250 
8000 

1928 



United Artists 



-Sept. 10 



Beloved Rogue (M). J. Barrymore 

Cellese (C). Keaton-Comwall 

General, The (C), Keaton 

Loves of Sonya (D), Swanson 

Magio Flame, The (M), Colman-Banky Sept. 24 

My Best Girl (M), Mary Pickford. Nov. 

Night of Love (M), Banky-Colman 

Resurrection (M), La Kocque 

Sorrell and Son (D), Wamer-NUsson Nov. 

Topsy and Eva (C), Duncan Sisters 

Two Arabian Knights (CD), Boyd-Wolhelm. 

Winning of Barliara Worth (D), BanJor-Colman. 



Circus, The (C), Charlie Chaplin „ 

Devil Dancer, The, Gllda Gray 

Douglas Fairbanks as the Gaucho (M), Fairbanks 

Dove, The (M), Norma Talmadge. Jan. 

Drums of Love (D), Mary Philbln Jan. 

Garden of Eden, The (D), C. Grlfflth-Ray Feb. 

Two Lovers, Banky-Colman _. 

Ramona (D), Del Elo _ Jan. 

Sadie Thompson (D), Gloria Swanson Jan. 

Tempest (M), John Barrymore _ Mar. 



1927 

Apr. 2 

Sept. 17 

Feb. 12 

Mar. 19 

Sept. 24 

Nov. 12 

_ Jan. 29 

Apr. 16 

Nov. 19 

Aug. 13 

Oct. 29 

_ _ Dec 4 

1928 

..Mar. 3 

11.. Nov. 26 

Jan. 7 



1927 

5761 
B777 
4427 
7319 
7790 
6623 
7304 
5252 
6292 
4349 
6910 
3295 
4198 
6892 

15563 
4689 
6929 
6711 

5378 

6958 

7713 

11000 

4827 

6862 

6038 

6136 

6165 

6918 

4122 

4689 

6170 

5416 

6900 

6807 

4409 

7015 

6166 

4393 

6306 

4259 

7172 

6598 

4041 

12000 

6192 

6460 
4167 



Universal 



Back to God's Country (D), Adoree-Frazler 

Beware of Widows (FC), La Plante 

Border Cavalier, The (W), Humes-Pierce. 

Butterflies in the Rain (D), La Plante 

Cat and the Canary, The (My), La Plante. 

Cheating Cheaters (C). Compson-Harlan. 

Chinese Parrot, The (MyD), Nixon-Tumer 

Claw, The (D), Windsor 

Denver Dude (W), Gibson 

Desert Dust (W), Ted Wells. 

Down the Stretch (M), Agnew. 

Fangs of Destiny (W), Dynamite 

Fighting Three (W), Hoxle _ 

Fourth Commandment (D), Bennett , 

Foreign Lesion (D), Kerry-Stone 

Galloping Fury (W), Hoot Gibson. 

Grinning Guns (W), Hoxie _ _ 

Held by the Law (M), Lewis 

Hero tor the Night, A, Tryon-Miller 

Hey, Rube (W), Hoot Gibson - _ 

Heyl Heyl Cowboy (W), Gibson. 

Irresistible Lover, The (CD), Kerry-Moran 

Les Miserables (M), Gabrio-Toulont 

Les Miserables (M), (Long Version) 

Loco Luck (W), Acord 

Lone Eagle, The, Kent-Keane 

Love Thrill (FC), La Plante - 

Man Who Laughs (D), Veldt-Phllbln 

Man's Past, A (D), Veldt-Kent _ _ 

Men of Daring (W), Hoxle. 



.Sept. 4 
Sept. 18 



1927 



Sept. 11 
Oct. 9 
Oct. 23 



Dec. 17 
Not. 26 
Not. 26 



Aug. 6 
_May 9 



-Jan. 1 
May 14 



■Dec. 18 
-Dec. 4 



Dec 17 



-May 28 
-Feb. 25 



May 2 



-May 21 
-Apr. 28 



Not. 20 


Dec. 24 


May 14 






-....Apr. 2 


-Dec. 18 


Jan. 14 


Not. 26 


Anr. n 


-Dec. 4 
Oct. 23 


Dec. 17 


Not. 19 
.Aug. 27 









-Sept. 18 Not. 12 



• Deo. 26 Dec. IT 



On Your Toes (C), Denny-Worth 

One Glorious Scrap, Humes-Holmes.- 

One Man Game (W), Humes. 

Out All Night (C), Denny-NLxon. 

Painted Ponies (W), Hoot Gibson. 

Painting the Town (FC), Tryon 

Perch of the Devil (M), Buscli 

Rough and Ready (W), Hoxle 

Sensation Seekers (D), Dove.. 



■Not. 27 
-Not. 20 



Jan. 14 
Dec. 17 



Jan. 


22 


May 21 


Sept. 
Apr. 


17 
9 





-Sept. 4 
-Sept 26 



Not. 19 



Silk Stockings, Laura La Plante. 

Sky High Saunders, AJ Wilson 

Small Bachelor, The (C), Beranger-Kent 

Straight Shootin' (W), Wells _ 

Taxi I Taxi I (FC). Horton. „ 

Thirteenth Juror, The (D), Bushman-Nllsson 

Three Miles Up, Al Wilson 

Uncle Tom's Cabin (M), All star 

Wild Beauty (CD), Rex 

Wild Blood, Rei 

Wrong Mr. Wright, The (F), HersholL 

Wolf's Trail, Dynamite, the dog 




Feb. 12 
Oct 1 
July 23 
June 25 
Feb. 6 
Jan. 8 
Ian. 29 
Aug. 20 



-Not. ST 










Feb. 


1» 




Not. 


12 



.Mar. 6 



1928 

4259 Air Patrol, The (W), Al Wilson. 

6869 Alia* the Deacon (CD), Hersholt-Marlowe.. 



...Oct. 2 



..Jan. 1 
...Jan. 22 



1928 



Length Title and Players 



Relea*ed 



New 

PIrtarts Rvvltwi 



Arizona Cyclone (W), Hume« ilay 6 

Buck Privates, de I'utti June 17 

4345 Call of the Heart, The (W), Dynamite Jan. 29 

4232 CIcan-Up Man, The (W), Wells Feb. 12 

Cohens and Kellys in Paris (C), Sidney Jan. 15 

Count of Ten, The. llay-RaJston-Gleason ju]y 1 

Fearless Rider, The (W), Fred Humes -Jan. 15 

6081 Finders Keepers (CD), Laura La Plante peb. 5 

Four Footed Range's, The (W), Dynamite jia,. 25 

Greased Lightning (W), July 28 

Grip of the Yukon, The, All star juj, 22 

Hot Heels. Glen Tryon ij^, g 

Hound of Silver Creek, The (W), Dynamite j^^y 20 

Love Me and the World Is Mine, Kerry-Pbllbln Feb. 25 

Jazz Mad, Hersbolt-Niion-Lewls - June 3 

- Made-to-Order Hero (W), Well*. June 3 

Midnight Rose, de Puttl-Harlan Feb 26 

4253 Phantom Flyer, The (W). Wilson. Feb. 28 

Put 'Em Up (W), Humes Mar. 11 

Quick Triggers (W), Humea July 15 

5382 Rawhide Kid (W), Hoot Gibson Jan. 29 

— Riding for Fame, Hoot Gibson Aug. 19 

6172 Shield of Honor, The, All star Feb. 19 

Society Cowboy, A, Hoot Gibaon July 8 

Stop That Man. All star Mar. n 

8249 Surrender, Philbln-Mosjuklne Mar. 4 

Thanks for the Buggy Ride. La Plante- Tryon Apr. 1 

6073 That's My Daddy (C), Denny-Kent Feb. 6 

4353 Thunder Riders, The, Wells...- Apr. 8 

6274 13 Washington Square, All star _ Apr. 8 

- Trick of Hearts, A, Hoot Gibson Mar. 18 

War In the Clouds (W), Wllaon Apr. 22 

We Americans, All star. - Apr. 22 

Wild West Show, Hoot Gibson _ May 20 



Feb. 4 



Jan. 28 



Feb. 25 



Mar. 17 
Mar. 17 



Feb. 26 



Jan. 14 



Mar. 17 



1927 

5453 

5803 
6330 
5901 
6281 
6631 
5897 
6408 
5003 
6972 
6767 
6639 
6284 
5390 
5978 



Warner Brothers 



Blue... 



Bitter Apples (M), Blue 

Black Diamond Express (M), 

Brass Knuckles (D), Blue-Bronsoa 

Brute, The (D), Blue 

Bush Leaguer, The (CD), Monte Blue. 

Climbers, The (D), Bleb. 

Dearest (D). Rich 

Desired Woman, The (M), Irene Rich 

Dog of the Regiment, A (M), Rin-Tln-Tla.„ 

Don't Tell the Wife (C), Rich 

First Auto. The. Oldfleld-MUler...- 

Fortune Hunter, The (C), Syd Cbaplln 

Gay Old Bird (FC), Fazenda 

Ginsberg the Great (C), Jessel.. 



-Dec. 3 



-Aug. 20 



-Aug. 27 
■ Oct 29 



— Sept 18 
— Nev. 7 



...Not. » 

-...Not. 5 



6302 

5613 

5968 

6271 

5200 

6230 

5397 

5569 

6352 

6310 

64S5 

7961 

6357 

5492 

6295 

5CS5 

6124 

6218 

6412 

7647 

5813 

6281 

5567 

10081 

6820 

7068 

1928 



Gin from Chicago. The (M). Nagel-Loy 

Glorious Betsy (CD). Dolores C!o«teUo 

Good Time Charley (D), Oland-H. Costello Nov. 12 

Ham and Eggs at the Front (C), Wllson-H.ConkUn.J>ec 24 

Heart of Maryland (M), D. Costello 

Hills of Kentucky (M), Rln-Tln-Tln. 

Husbands for Rent. All star Dec. SI 



If I Were Single. McAvoy-Nagel— 
Irish Hearts (CD), McAToy.- 



-Dec. 17 



-Sept IT 



Jaws of Steel (D). Rln-Tln-Tln 

Matinee Ladies (C), McAvoy 

Mill Bid. A (M), D. Costello 

Missing Link. The (C), Syd ChapUn. Aug. T 

Old San Francisco (M), D. Costello-Oland 3ept 4 



One Round Hogan (M), Monte Blue.- 
Reno Divorce, A (D), May McAroy. 



Sailor Izzy Murphy (F), George Jeuell 

Sailor's Sweetheart. A (C), Faienda-C. Cook_ 

Silver Slave, The (D). Rlcb-Ferrla. 

Simple Sis (M), Fazenda 

Slightly Used. McAvoy-Nagel 



_Sept 17 
_Oct M 
-Oct 8 
.Sept. S4 
-Nor. 8 



-Sept S 



Third Degree (M), D. Costello 

Tracked by the Police (M), Rln-Tln-Tln.. 



What Every Girl Should Know (CD), Mlller- 

What Happened to Father (C), Oland 

When a Man Loves (R), Barrymore 

White Flannels (M), Dresser 

Wolf's Clothing (M), Blue-Miller 



-Aug. U 



Across the Atlantic Blue-Murphy 

Beware of Married Men. Irene Rldi- 



_Feb. 
JaiL 



City of Sin. The. Loy-MlUan-Wong 

Jazz Singer, The. Al Jolson 

Lion and the Mouse. The, L. Banrmore- 

Llttle Snob, The. May McAToy 

Powder My Back (C). Rlcb-Ferrla. 

Race for Life, Rln-Tln-Tln 



-Feb. 11 
-Mar. 18 
-Jan. 18 



rcb. II 



-May 8 
-July S3 



1927 



.May S 



. Uay 28 
. )une IB 



.Feb. 6 
.July 8 



. Uar. 11 



S'OT. U 



-luly se 
-Feb. M 



.Jane U 
-Oct 1 
-Apr. SS 
-Jons 4 
-May 14 
-June 1ft 
-Oct 8 
.Oct S» 
-D«, 10 
.Oct. U 



.June 11 



.Jan. S 
-May n 
.Mar. 18 
-July 8 
-F»b. U 
-Apr. S 
.Jaa. t> 



192t 



.Feb. II 



Tenderloin, Dolores Costello 



Duell Goes to Court in 
Inspiration Pictures Suit 

(Special to Exhibitors Herald and 
Movitiji Picture World) 

HOLLYWOOD, April 3.— Attorneys for 
Charles H. Duell will appear in court here 
this week in the suit filed hy Duell a few 
days ago asking for an accounting and for the 
removal of J. Boyce Smith and Walter Camp, 
Jr., as trustees in dissolution of Inspiration 
Pictures. Duell, whose name has been con- 
nected with an injunction suit brought against 
him by Lillian Gish and with another saiit 
brought by himself against her during the past 
two and a half years, claims he has been ex- 
cluded from taking part in the business affairs 
of the corporation during its recent voluntary 
dissolution. 



F-N Convention Hotels 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 3.— First National has 
announced the hotels selected for the three 
conventions to be held this spring are the 
.Ambassador hotel, Atlantic City; Muclback 
hotel, Kansas City ; and the St. Francis hotel, 
San Francisco. 



Bids in House at $508,500 

(Special to Exhibitors Herald and 
Moxfing Picture World) 

N'E.\N LONDON, CONN., .\pril 3.— Walter 
S. Garde bid in his Garde theatre for approx- 
imately $.^08,500 at the auction last week au- 
thorized by the Superior court. The sale \vas 
subject to encumbrances estimated at $408,500. 



Jack Lustberg Becomes 
First Division Executive 

(Special to Eshibitorj Hrrotd and 
Mofing Picture World) 

NEW YORK, April 3— Tack Lustbe-ry. 
long idcntifie<l with distribution in the indc- 
pcndoit field, has joined Excellent Picture* 
Corporation in an executive capacity. 

F.xccllenl will have in distribution carJy 
III xt week its compaipi book on the coftiplctc 
product ammpcd for ihe season of l*J2S-29. 
Twenty feature productions arc on the sched- 
ule, including. "David \"allor>-." "The Wreck- 
ers," "Mcll«pwing Money," "The Penny Prin- 
cess," "Red Geraniunwi." "Paid With Tears," 
and "One Splendid Hour," all by well ktjowD 
magazine and book writers. 



54 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 7, 1928 



^^^^ 



CHICAGO PERSONALITIES 

By Whit 

I AST week's most interesting happening was probably the radio experiment 
made in a score of Chicago theatres. We have checked up with many of 
-^ these houses, and all of them report the radio was a failure. It seems 
that Chicago motion picture patrons have little time for hearing radio broad- 
casts such as was given Thursday night. A detailed story on this interesting 
and important theatrical experiment will be found in the news pages of this 
paper, 

Fred Aiken, after a short sojourn in 
Florida, is again with Pathe and is now gen- 
eral sales manager of the Grantland Rice 
"Sportlights" series. His friends here will 
be glad to know that he will spend a large 
share of his time in Chicago. 

* * * 

Lloyd Lewis, who is vacationing in Wash- 
ington, Virginia and New York, is writing a 
series of articles on Lincoln for Liberty 
magazine. 

* * * 

The Chicago exchange of Pathe has risen 
from 30th to 17th place in the national Sky- 
scraper spring drive. Harry Lorch says all 
of his men have been out in the country 
working and their climb shows they are pro- 
ducing results. If the boys continue to hit 
the ball, the brown derby which rests upon 
Lorch's desk, will soon find a new owner. 

* * * 

Phil Reisman of Pathe passed through 
Chicago Thursday on his way to the coast. 



The Fox exchange at Milwaukee will, 
within the next few days, move into a brand 
new building which is now completed. Clyde 
Eckhardt says it will be one of the finest 
exchanges in the country with every modern 
convenience. Fred Sliter, manager, will enter- 
tain a group of film dignitaries upon the open- 
ing day. 

* * * 

A campaign is being waged at Hinsdale for 
Sunday motion pictures by the Hinsdale thea- 
tre. A mass meeting will be held Thursday to 
consider the question. The manager of the 
theatre reports that many citizens are in 
favor of Sunday opening. 

* * * 

The Film Board of Trade last Monday 
night held a dinner in honor of Carl Lesser- 
man and R. C. Seery. About 25 guests were 
present. Lesserman was presented with a fine 
traveling bag. 

* * * 

Clyde Elliott has gone to New York to pro- 
duce "Companionate Marriage," a play which 
he now owns. It was presented in Evanston 
lately, and received good comment from Chi- 
cago play reporters. 



We had the pleasure last week of looking 
through the scrap book of Dan Roche, and 
our opinion was confirmed that one will have 
to get up early and stay up late to find a 
better publicity man than Dan. 

* * * 

Cecil Maberry was in town again last 
week. 

* * * 

Tom North is back in town again after a 
four weeks' tour of the Middle West in the 
interests of' "Topics and Fables." 
^ ^ ^ 

S. F. Scott, of the Isis theatre, is back from 
a long vacation in Florida. His beautifully- 
tanned countenance added an interesting note 
to Chicago's snowbound landscape last week. 

* * * 

And speaking of that snow, in spite of it all 
we knew that spring was here, for didn't we 
see the circus paper of Sells Floto plastered 
upon the walls of buildings along the row. 
Yes, sir, circus paper is always the best har- 
binger of spring, at least to us. 
jii ^ ^ 

Joe Pastor is opening his Orchard theatre 
on Easter Saturday. Joe says the place has 
been completely overhauled. 

* * H^ 

A. J. "Happy" Meininger, new manager of 

Great States theatres in Elgin, is a former 

auditor for the 101 Ranch Wild West show. 
^ * ^ ■ 

According to Harry Lorch, "The King of 
Kings" is one of the few pictures to be road 
shown in the city for a profit. The house was 
sold out at every performance for the last 

four days of the run, it is said. 

* ♦ * 

The St. Louis exchange of F B O slipped 
ahead last week in the race between that ex- 
change and the Chicago office. There's $50 at 
stake. We bet Ted Meyers hasn't slept a wink 
since the St. Louis boys were chalked up 
ahead. 



Oiejr that impulse 

j-^ letFILMACKm^ke 
V^^jYourSpecialTr^Uers 

ONE DAY Someone Else May Be Giving You 
cT'ni7i/-.¥' Satisfactory Service On Special Trail- 
SERVICE ers, But— 

Give Vt A Trial And You'll Be 
PERFECT ^"'■P''''*'' ^' yi* Courteous 
TD A II CDC Treatment And Wonderful Service 
1 KAlLhKS You fFlll Receive From V: 

FILMACKCO. 

730 S.WABASH AVE. CHICAGO, ILL. 



Star Broadcasts Hurt 

B.O.f Exhibitors Declare 

(Continued from page 15) 

favor of using radio for novelty purposes in 
publicizing attractions, as in the case of throw- 
ing house music into the lobby through am- 
plification. 

Gloria Sawnson Refused 
"In Fairness to Exhibitors" 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 3.— Gloria Swanson 
telegraphed R. F. Woodhull on the night of 
the Dodge Brothers program broadcast that 
her reason for not taking part was "a sense 
of fairness to exhibitors whose investments 
deserve protection." She stated that she 
hoped her comments would not be interpreted 
as criticism of those who appeared. 

A hasty checkup of motion picture theatres 
and exchanges shows that business fell off 



generally in this section on the night of the 
broadcast. The same condition was found 
at the time of the Victory hour of Dodge 
Brothers several weeks ago. 

"My success in motion pictures has been 
based on visual appeal and I have no reason 
to believe my public will accept me as fav- 
orably over the radio as on the screen," Miss 
Swanson said. 

Broadcast Used in 
14 Great States Houses 
By WHIT 

Radios were used in 14 theatres througli- 
out Illinois of Great States Theatres. Better 
success was met than that by the Chicago 
theatres. "Our theatres were able to keep the 
radio on for most of the program, but people 
grew tired before the end," declared Miss 
Wood publicity manager. "Having the radio 
did increase our business, but it won't again 
on such a program. Where the program is 
sufficiently interesting, I think the radio in 
the theatre will increase business in small 
towns." 

J. R. Moss of Lubliner and Trinz, who 
had charge of the radio in the 17 houses de- 
clared that business was stimulated by the use 
of the radio, but that where the broadcast 
proved tiring, it was due to the nature of 
the program. "The experiment showed that 
the radio will stimulate business," he said, 
"and that it will prove successful if the pro- 
gram is good. Hereafter we will broadcast 
nothing but prize fights. We tried that be- 
fore and it was a great success. It is a great 
mistake to broadcast movie stars. They look 
great on the screen, but they cannot talk." 
Came to See Picture 

The United Artists theatre in Chicago suc- 
ceeded in using the radio for about 20 to 25 
minutes. "I felt that people really came to 
see Mary Pickford in 'My Best Girl,' and not 
to hear the radio," declared the manager, 
W. H. Rudolph. 

At the Playhouse in Chicago, the radio was 
turned off after about 10 minuets, the patrons 
demanding that the picture be put on again. 
When the manager asked the audience if it 
wanted more, there were many shouts of "no," 
and stomping- and scraping of feet. 
L. & T. Managers Report 

George Aylesworth, manager, Belpark thea- 
tre : "Although the radio was working per- 
fectly, mechanically, we were forced to silence 
the radio and revert to the pictures at the 
end of 20 minutes. 

S. Goldblatt, manager, Biograph theatre: 
"We ran the radio 20 minutes, then people 
began passing us notes to discontinue. It might 
have gone over had there been more music. 
The main criticism from the patron was that 
they were disappointed in the movie stars." 
"Four Minutes Too Long" 

Louis P. DeWolfe, manager. Convent thea- 
tre : "We ran the radio four minutes and 
that was four minuets too long. Prize fights, 
yes, but movie stars, never. 

Manager, Crawford theatre : "The program 
was of such nature that people grew tired of 
it. Prize fights are o. k. Several came to 
hear the broadcast, but I don't think they 
would come again. It might be all right to 
broadcast movie stars after theatre hours, but 
I doubt it. They should not be broadcast 
during theatre hours. Broadcasting movie 
stars will not increase the patrons' interest 
in the stars, nor will it increase business on 
their pictures. 

Phil Kavanaugh, manager, Ellantee : "I ran 
it three and one half minutes, and I though I 
would be murdered before I could shut the 
radio off. People flocked out into the lobby 
and demanded their money. They all had 
radios at home and would have stayed there, 
had they wanted to hear the radio." 

A. D. Matelson, manager, Knickerbocker 
theatre : "I tried to run it with the feature 
picture and the people hissed and hooted until 
I had to take it off." 



J 



Preordained 

^^-^ — the final result of the motion picture 
on the screen was preordained from the 
day that Edison got his first sample of 
Eastman Film/'^ 

That was in 1889. And today the film 
that made motion pictures practical is the 
film that makes the most of the cinema- 
tographer's art and carries all the quality 
through to the screen — Eastman Film. 

*Page 209 ''A Million and One 
Nights, the History of the Motion 
Picture" — by Terry Ramsaye. 



EASTMAN KODAK COMPANY 

Rocni<:sTi:R, n. y. 




More Glory/br 



West Coastc>^ 
Million Dollar 
Theatre 
in Loo/^ 




nwiip 



^Ti% 



lEXHIBITOM 

''n — W \ — WX' 



^ 



©^& 



I 




,\ « / //, 





BEFORE 



AFTER 



rALK ABOUT YOUR 

SPRING TONICS 

Whoopee I look what M-Q'M's got for you I 




DANE-ARTHUR in 
CIRCUS ROOKIES 

They arc marvelous. 
A great comedy. It 
puts joy in life and 
money in the bank ! 

>OAN CRAWFORD 
n DIAMOND 
HANDCUFFS 

A.s thrilling a drama 
as you've put on your 
screen in many a day. 



Q 



Ramon Novarro 



.■-"\ 



RAMON NOVARRO 
■n ACROSS TO 
SINGAPORE 

Just previewed in 
M - G - M projection 
room. It will be the 
season's smash hit! 

JOHN GILBERT in 
THE COSSACKS 

A Great Special in 
every sense of the 
word. Lucky M-G-M 
showmen ! 



H 



L*n Chan*y 



ane-Arthur 
an Crawford 

lND more METRO-GOLDWYN-MAYER hits to COME! 



John Gilbort 



Syd Chaplin 



LON CHANEY in 
LAUGH, CLOWN, 
LAUGH 

The news begins ro 
seep through from 
Hollywood that it's 
one of the year's big- 
gest ! 

SYD CHAPLIN in 
SKIRTS 

His public waits for 
it. And they'll love 
every laugh - packed 
minute ! 




NORMA SHEARER 

in THE ACTRESS 

This comedy- ro- 
mance will be one ot 
vour sure-tire money- 
winners. Vlatch I 



DANE-ARTHUR m 
DETECTIVES 

Thetunniest idea that 
any studio ever de- 
vised. .Another hit 
for these K>ys ! 



Dana-Arthur 



llUVal 91 Na 9 tVnl 11 M« C\ Emtertd « srcondclass mattrr, Auoust 20, 19 ir 

»W TOL g|, 1^0. i ^ VOL ^ INO.^) ii;9, PubtitHtd wtrkly at 407 South Dnrbern St.. Chicago. 



at the Post Offict at Chicoft 

Subicriptien tSOO a ytn 



111., under thr act of March .*. 
Singli cop\4i, 2i emit. 



April 14, I9Z6 



i 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



nationally advertised! 



i ^P 



-^they read 



o 






,^' 



Itti 



\ 






'^A?^ j 



w. c. 

FIELDS 



this 



V: 



^ft— ^ 



CHESTER 
J^ COISKLIN 



L.- 



LomsE 

FAZENDA 



way t^ 
sliowl 



the 



$1,000 in Prizes! 

Play the picture, then send yot 
complete campaign before Jur 
1st to'TILLIE",Christie Studio, 
6101 Sunset Boulevard, Holly- 
wood, Cal. 14 big cash prizes to 
compete for! 



.„„ peopleiuHoUyvrood J «Time'sP««^«- 

..». -- -r Koirx'x h^K^ re- ;t,.^- - c 

.{ "Time-. P»"r^f «„e_ever,fti«g »-* ^, ,„ Ae •-*"f;^*„. The- 

"mUE'S Pl3T<CTmED 
ROMAISCE 

. . .. A Paranic 



our 
une 



. ,. A Paramount P^^^^^'^'t^^ 
Presented by Ai ^llitl 

Saturday Evening Post, College Humor, 
Motion Picture Magazine, Film Fun, etc. 




April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



Can You Beat It 



It really couldn't fail. Pictures always happen in cycles. There's 
the football, baseball, airplane, crook movie, every conceivable 
kind of movie season. 

And now, the newsreel camera has its fling. David Butler has 
just completed the direction of "The News Parade," a movie 
glorifying the newsreel cameraman, in which Sally Phipps, Nick 
Stuart and Brandon Hurst are featured. And now comes word 
from the coast that Bebe Daniels' next production will be "The 
News Reel Girl" and that Neil Hamilton will be her leading man. 

And — Buster Keaton, Natalie Talmadge Keaton, and Director 
Edward Sedgwick are already on their way to New York, where 
exteriors will be made for Buster's next movie. The story is as 
yet untitled. Byron Morgan wrote it — and it concerns the misad- 
ventures of a newsreel cameraman. Can you beat it? 



— New York Daily News, April 5 




Can You Beat It? 

Not Unless You Make 'em Quickies 



The News Parade 

Now Being Titled and Edited 
Will be Generally Released 

MAY 27 

and available for 
earlier pre-release 

DAVID BUTLER directed this story by Wm. Conselman 
at LAKE PLACID, NEW YORK, PALM BEACH, 
HAVANA and HOLLYWOOD 

CAST OF CHARACTERS: 

Newsreel Nick NICK STUART 

1^^ ^^^^^^ Sally Morgan SALLY PHIPPS 

^ ^^^^^^f^^^ Dillon Morgan Brandon Hurst 

A^^^ ^m ^ Prince Oscar Cvril Rins 

I ^V ^^ ^m H Mysterious Stranger Farle Fo\e 

\^g *^^ ^m ^^^ Boris Walix>le Frankliii L'nderwix>d 

I^V ^^^ ^V ^V Director-in-Chict'Talley Trum.ui H. T.ilk-v 

^l£^ SETS THE PACE for the INDUSTRY 







MACK SENNETT 
Ji AvoAne if/ou Aee 
on the marcj/uee 
more often than 
that of aruj other 
comecUf pij>ciux^/i 



4^ The worlds 
most famous 
screen family 

does its stuff 
on the farm in 

this hilarious 

two - reeler 4= 



MACK SENNETT 

Smiths Farm Days 



This inimitable screen 
family has registered as 
outstanding box-office 
favorites in Mack Sen- 
nett's delightful series 
of human interest com- 
edies "THE SMITHS^ 
now being released on 
the Pathe Program. 



MARY ANN JACKSON 
RAYMOND McKEE 
am/ RUTH HIATT 




K^Q T nC has the best comedies, 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



WE'LL NEVER BE 
A SHRINKING 
VIOLET AGAIN ! 

we merely urged exhibitors 
to hook M^QM's GREAT 
EVENTS in Technicolor — we 
should have insisted on it! 



***TME FLAG' is the finest 
thing we ever saw in a short 
Technicolor feature — and 
this is a feature! If it doesn't 
increase the gate receipts, 
thats's our fault." 

—Dwight Hill 
—PACIFIC NATIONAL THE- 
ATRES, SAN DIEGO, CAL. 



**'LADY OF ViCTORI ES' 

is far out of the beaten path. 
It is worthy of featuring on 
the finest programs in the 
best theatres. A valuable 
asset on any program." 

— Anna Aiken Paterson. 
WEEKLY FILM REVIEW, GA. 





THE FLAG 




VICTORIES 



X 



'When I contracted for the 
Great Events, I never real- 
ized how interesting and en- 
tertaining they were. They 
are worthy of any program." 
— Clarke A. Sanfonl 
— GALLI CLJRCI THEATRE 
MARGARETVILLE, N. Y. 




BUFFALO BILL'S 
LAST FIGHT 



M-G-M GREAT EVENTS 

Two Reels Each in Technicolor 

THE FLAG — BUFFALO BILL'S LAST FIGHT 
LADY OF VICTORIES— THE CZARINA'S SE- 
CRET-THE VIRGIN QUEEN and One More Coming 



IT is positively 
THRILLING the way 
EXHIBITORS have 

TAKEN hold of M^G^M^s 
DISTINGUISHED series of 
TECHNICOLOR dramas- 

THEY are playing today 
IN thousands of theatres 
BIG and little — 
EACH one is based on 
A Great Event of 
ROMANTIC history- 
PRODUCED like features— 
IN beautiful colors. 
THEY will positively 
BRING added receipts 
TO any theatre! 

'Nattirully, The Best Thni.qs .Alutivs Comf Fro»»i 

METRO-GOLDWYN-MAYER 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



AprU 14, 1928 



;) 



Readers 

The Buyer's Semi-Annual In- 
dex will be mailed to all paid 
subscribers of Exhibitors Herald 
and Moving Picture World at 
no additional charge. 



Advertisers 

Advertising will be accepted in 
this volume under the terms of 
your Herald-World contract. 
More detailed information sent 
on request. 



April 18! 



will be the closing date of the first issue of the new 
Exhibitors Herald and Moving Picture World 



The Buyers 

INDEX 

Everything for the Theatre 

Issued Semi-Annually 



In this volume will be included all of the semi- 
annual features formerly contained in special 
issues of Moving Picture World, and the ampH' 
fied and improved text of BOX OFFICE REC- 
ORD AND EQUIPMENT INDEX, formerly 
published semi-annually by Exhibitors Herald. 



The Box Office Record section of the Index will 
bring together for the first time the reports on 
pictures contributed by both Herald and World 
readers. It will guide thousands of theatres in 
their selection of pictures for the summer 
months. 



It will be the first time in the history of the 
industry that a complete and valuable reference 
book has been distributed to a list of paid sub- 
scribers exceeding 14,000. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



Another 




COM EDY 

"even better than There it is'„ 



and that is saying apaqefuV 



that's 



^ WHOOZIT" 

%l!l|||i|,„|„ 



"UWWffigiff 




SiW^ 



An exhibitor is lagging behind if he overlooks a number like 

this Charley Bowers example of how comedy can be made 

more effective with just the right amount of novelty and 

mystification. It's the best Bowers comedy we've seen, 

even better than "There It Is," and that is saying a page- 

ful when you consider how good that Bowers comedy was. 

Have you ever seen an oyster walk? Have you ever be- 
held a cockroach throw china? We had never seen these 
things done before until we viewed "Whoozit" and now 
we believe that anything is possible — in a Charley 
Bowers comedy. More amazing than Aladdin's lamp 
or the magic genii are these mysterious creations 



which Bowers introduces occasionally along the route of his 
comedy. Bowers has also utilized the idea of a menace al- 
ways pursuing, always threatening. This menace is some- 
what similar to the "Fuzz Faced Phantom" in "There It Is." 
Bowers imagines he is being sought after by this menace. 
He imagines all sorts of things — the oysters walking, the 
roaches hurling saucers. These wild phantasmagoria are 
the result of gas which Bowers has deeply inhaled. 
While in his drugged state his mind rivals that of an 
opium eater's for the procession of events coursing 
through it of which he is the fantastic central figure. 

Decidedly different; a first-rate, cracker jack novelty. 
—MOTION PICTURE NEWS 





A BOX OFFICE 


COMBINATION 


4- 




^ 


LEO 
MALONEY 

Director 


-4r^ 




<^ ' 




'l?^'^^^^ 


BEN 


Wm-^'^^*^'^ 


CORBETT 


^ 


The Cotvboy 
Comedian 


J^ 


EUGENIA 
GILBERT 


ff^ 


Leading 
Lady 



oieman 

''"The Boss of 
Rustlers Roost 



A RED-BLOODED romance of the 
ranges as big in theme and 
drama as its setting in the great 
open spaces — 

Don Coleman, the star — born in 
the saddle in the heart of the cow 
country — before his sixteenth 
birthday a full-fledged bronco* 
buster with a string of rodeo and 
round-up victories — later the 
world^s champion as a bronc tamer. 

An up ' and - coming Western 
star with pep, personality, talent 
and iron nerve — 



Adapted by 

FORD I. BEEBE 

From the Magazine 
Story by 

W. D. HOFFMAN 






J^tht has the best westerns 



I 







(o J^(^ Finest Vict lire she has ever 
made for the SHver Sheet . . . 



YOUR BOX OFFICE WILL PRO\'E IT 




orinnQ 





'With LOWELL SHERMAN 
LOUISE DRESSER 
and CHARLES RAY 

Based on the play by Rudolph Bernnauer 
and Rudolph Oesterreicher. 

Supervised by John W. Considine, Jr. 
A LEWIS MILESTONE Production 



^^Tbe Finest Creation 

of motion picture entertainment in which 
this star has ever appeared." 



I 




arcmn 





; Scenes!,,, Big Cast!... Big Moments! 

'hAarvelous Story Interestl Startlmg Clmax^sl 



It is electrifying entertainment of the most 
unusual kind. Human! Joyous! Engrossing! 
The brilliance and breath-taking beauty 
of the star photographed as never before. 



This intensely fascinating storv of 
Montmarcre night life and Monte Carlo 
high life is going to be a Big Winner 
everywhere. 



UNITED ARTISTS PICTURE 



ADAM AND EVE IN MODERN DRESS 




u 



It Will Make Money 

say the critics and why not — 



?^ 



1 



9; 



HE beauty of Miss Griffith has always attracted crowds 
to any theatre — this picture will increase that box-office value. 

Lowell Sherman — Louise Dresser — Charles Ray, popular screen 
players everywhere have never been seen to greater advantage. 

The da2;2.1ing splendor of the production itself — 

The fascinating and gripping appeal of the story for all 
types of movie patrons — 

The exceptional brilliance of the direction 

The urgC'tO'buy power of the title 

The unmistakable stamp of a picture well made 
so noticeable in all United Artists Pictures — 
These are the factors that will make 



CORINNE GRIFFITH in 

^^The Garden of Eden^^ 

A Tremendous UNITED ARTISTS PICTURE For Any Theatre 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



II 



business 





is great! 



"Legion of the Condemned" 

Business is great ! First week long run Rialto, N.Y. — second highest gross of 
year, topped only by Emil Jannings in "Last Command." Held over in Minneapolis. First picture to 
ever play full week, Belleville, Ont. S. R. O. Ambassador, St. Louis ; St. Paul — everywhere I -:- -:- 




Clara Bow in "Red Hair" 

^jy Business is great ! S. R. O., Paramount, N.Y. Biggest gross in months, Capitol, 

St. Paul. Sensational business Minneapolis, Des Moines — everywhere, -:- -:- -:- •:• •;• 



Emil Jannings in 

"The Last Command" 

Business is great! First week at long run Rialto, IN Y., breaks house record. Eight weeks tremendous 
business. Bigger than"Way of All Flesh," itself a topnotcher. -:- -:- -:- -:- -:- -:- 

business is great — if youWe 




playing PAR AM BUNT! 

THE WHOLE SHOW FROM MOTION PICTURE HEADQUARTERS 



to anil Sficwman'fiar/ 





I 



W^bat happens ivlieii Greek meets Skeik. 

r- 

A convulsing collection of classical cut-ups 
1>urles4uin^ the riotous revels of ^ay old j^ds. 

A. hen -pecked Irishnian's dream of love 
amonS hroad-minded goddesses in the days 
-tv^hen knees — and points north ""ivere ivide 
open spaces, and Olympus -«vas a ivide-open 
to-«vm ... But the dream turns to a nightmare 
-when Mrs. M^urphy enters in high dudgeon 
and a leopard shin as The Spirit of Bad ^eivs! 

Unique connhination of mass -appeal farce 
and gorgeous spectacle as beautiful as "Helen 
of Troy". A galaxy of gorgeous girls. And 

titles hy RALPH SPENCE. " " ^ * 
THE CONTRACTS ARE ROLLING IN! 



It gives you 
these NAMES for 
yourMarquee Lights- 

CHARLIE MURRAY 
LOUISE FAZENDA 

(Newly teamed for double laughs) 
and THELMA TODD 

{What a looker!) 

Presented by Richard A. Rowland 
Directed by Eddie Cline 




\ 



y i iij; ^y i/ iy . I 



0m ^rrifm^.m 'mm 






v^ 



The 

Independent 

Film Trade 

Paper 



EXHIBITORS 

HERALD 

923^ MOVING PICTURE 407 So. Dearborn Su 

WORLD ^ 



Home 
Office: 



IN THIS ISSUE 



Exliibitors oust Lenten bogy by exploiting good pictures; Better business than in same period last 
year is registered in all parts of the country; most reports in survey show receipts standing up with 
preceding weeks; Albany and Troy theatres record highest attendance in history for season of Lent; 
Good Friday's box office returns at Capitol in Des Moines are largest in twelve weeks. 



COMPLETE INDEX TO CONTENTS 



NEWS 

Governor of South Carolina winning fight to oust carnivals except 
at state and county fairs; Arrests owner, stays injunction. 
Tie-up with radio to swell theatre receipts, two writers advise; 
Loss on night of Dodge broadcast will be more than balanced, 
says one. 

Thirty-two exchanges of J. D. Williams' company will distribute 
25 British productions in U. S.; Five more offices will be opened 
in Canada. 

Northwest independent exhibitors stage first annual meeting in 
Portland; Columbia will sell 10 specials as part of 36 for 1928-29 
season. 

DEPARTMENTS 

The Studio 26 

Short Features 30 

Presentation Acts 31 

The Theatre 37 

New Pictures 41 

Classified Advertising 45 

What the Picture Did for Me 47 

Chicago Personalities, by Whit 54 



FEATURES 

Service Talks by T. 0. Service 40 

Los Angeles by Douglas Hodges 26 

Pictorial Section 21 

Letters from Readers 46 

Broadway 16 

Know Your Sales Leaders 24 

ADVERTISEMENTS 

FILM AND EQUIPMENT— M-G-M, Paramount, Fox, Pathe, Edu- 
cational, First National, United Artists, Eastman Kodak, Sentry 
Safety Control, Jacqueline Logan, Maria Corda, Elizabeth Pickett, 
National Screen Service, Automatic Ticket Register, Chas. G. 
Clarke, Nick Musuraca, Al Martin, Leonard Smith, Sidney Stem 
Film Laboratories, National Program and Printing. 

PRESENTATIONS— Ed Meikel, Harold Daniels. Ulderico Mar- 
celli, Don Pedro Espinosa, Milton Slosser, Maxwell and Lee. 
Carmc Romano, Bill Bennett. Verne Buck, Bob Billings. Edward 
House, McNeil Smith, Brooks Costumes, Dave Gould, Ranslcy 
Studios, Ray Turner, Darling Twins, Bob La Salle, Dczso Bet- 
ter, Harold Perl, Dean Stevenson. 



CHIC4CO 
407 South Dearborn St. Telephone* HarrUon 0036-37-38 

Cable AddroftB : Qulgpubco 
EDWIN S. CLIFFORD, General Manager 
JAY M. SHRECK, Managing Editor 
CEORCE CLIFFORD, Buslnets Manager 
ERNEST A. ROVELSTAD. Netoa Editor 

LOS A\CELES 

S617 Holljrwood Blvd. Telephone Gladtlone 8754 

DOUGLAS IIODCES 

West Coatt Manager 



EDITORIAL 

AND 

ADVERTISING 

OFFICES 



\Etr YORK 

S6S Fifth Arenus TclrphoiiM Vandrrbllt .1(>13.S6I3 

JAMES DF.ECROFT, Managrr 

JOHN S. SPARCO. Vnr rori, .V«v> £<i<i.>r 

Loyno\ 
THE niO!«corE 

(J. C-iboiim. EAitor') 

KaradaT IIoti*« 

11-10 CharlnK Crou KH., W. C. 3 



SUBSCRIPTION RATES: United Staica and poMeolona— $3.00 per year. Canada — S l..".0 per year. Othrra polnia of the »orld (6.00 per »rar. SIbi|I« roplc. 

Advcrllalng rale cnrda and Aticlll Hiirriiti of Circttliiltona alntrmpnta fumiidird upon appllrafion. 



14 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



EXHIBITORS 

HERALD 

ajvd MOVING PICTURE 

WORLD 

Martin J. Quigley, Publisher 6^ Editor 

Incorporating Exhibitors Herald, founded in 1915; Moving Pic- 
ture World, founded in 1907; Motography, founded in 1909; and 
The Film Index, founded in 1909 

Published Every Wednesday by 

QuiGLEY Publishing Company 
Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. 
Martin J. Quigley, President 
Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer 

Member Audit Bureau of Circulations 
Copyright, 1928, by Quigley Publishing Company 
All editorial and business correspondence 
should be addressed to the Chicago office 
_ Other Publications: The Chicagoan and Polo, class journals; and the follow- 
ing motion picture trade publications published as supplements to Exhibitors 
Herald and Moving Picture World: Better Theatres, every fourth week, and 
The Buyers Index, published semi-annually. 



Whole Vol. 91, No. 2 (Vol. 33, No. 5) April 14, 1928 
Full Steam Ahead 

MR. ADOLPH ZLTKOR, in a recent statement to the 
press on business conditions, emphasizes the fact 
that the major problem confronting the industry is the 
reduction of costs. 

For about two years the cry of economy has reverberated 
throughout the industry. Usually, however, it has been 
addressed to the production branch of the business. It 
doubtlessly has been true that in the production branch of 
the business there has been the greatest room for the cur- 
tailment of expenditures, but this certainly is not the only 
place where curtailment may be and should be practiced. 

In many instances the costs of operating some of the 
larger theatres offer opportunities for curtailment the 
equal of those which have existed in Hollywood. Theatre 
managers should not lose sight of the fact that they have 
been subjected to very much the same type of influence as 
the producers in California. The public's insistence for 
better and finer things has exerted pressure both in the 
theatre and in the studio. The notion that the potential 
revenue of the picture business is practically limitless has 
prevailed in the theatre as well as in the studio. 

Mr. Zukor reports that the problem of economy is being 
met by persistent pressure in all branches of the industry. 
There is no doubt that Hollywood has felt the sting of 
retrenchment, but there is not available as much evidence 
as one would like to see of various of the big theatre inter- 
ests falling into line. Costly incidental programs, of ques- 
tionable worth, seem to us to offer the fairest targets for 
economic assault. Proven entertainment — which as far as 
picture theatres are concerned is just one thing: Good 
Pictures — should not be jeopardized by any curtailment 
which may be the reverse of economy, but the rest of the 
stuff is crying for the pruning knife. 

It seems strange that in this business which for years 
carried the label, "millions in the movies," the margin of 
profit in production and distribution should have shrunk 
to somewhere near the basis which prevails in the retail 
grocery business. Of course, it is a situation which five, 



ten and twenty thousand dollar a week salaries promised, 
but, still, its existence as a fact is bewildering. 

The grave danger that confronts the business, as we 
see it, is not that the industry will be unsuccessful in its 
fight to regulate costs, but, rather, that in making the fight 
it will sacrifice in the name of economy practices and 
policies which actually underlie the success of the busi- 
ness. 

There is already some evidence of this very thing hap- 
pening and it is a question which the best minds in the 
industry should immediately address themselves to. 

It is never healthy for a business to publicize its re- 
trenchment operations. Yet, unfortunately, this is just 
what has happened in the picture business. And the 
result is a somewhat pessimistic feeling in many quarters 
in the business. 

As we see it, just about the most important thing for 
the industry as a whole to do at the outset of the coming 
selling season — and to carry through the opening of the 
new theatrical season late this summer — is to dispel this 
feeling of pessimism, re-build confidence and optimism and 
get the feeling abroad that the internal affairs of the 
business have been righted and that it is now forging 
ahead toward bigger and better accomplishments. 

* -;;- -X- 

Two-Way Arbitration 

THE recent decision of a Western court denying an 
appeal of one of the film companies from a finding 
of a film board of arbitration is a significant development. 
Had the decision gone the other way the entire institution 
of arbitration, as established in the industry, would have 
been imperiled, for the plain reason that it would have 
left the exhibitor branch in an unfair position. 

The distributors by virtue of their control of product 
are enabled to compel conformance on the part of exhib- 
itors with the findings of the arbitration boards. The 
exhibitors, however, have no similar means with which to 
compel a distributor to abide by the ruling of the board. 

Therefore, this court decision which insists that the dis- 
tributor, as well as the exhibitor, m.ust stand the conse- 
quences of the arbitration he has agreed to rivets and 
strengthens the entire system of adjusting trade disputes. 



Quota Results 

FIRST results of the Quota Regulation in England are 
now being examined closely by the British cinema 
trade and the conclusions being reached are none too opti- 
mistic. Shrewd observers in the trade see a very unfavor- 
able development in the fact that the Films Bill has 
brought into the industry there a type of financial manipu- 
lator who contributes nothing to the advancement of the 
industry and whose efforts may lead to certain complica- 
tions which may arrest the movements of substantial prog- 
ress, initiated and carried on within the business itself. 

Pulmotoring an industry by legislation is always a haz- 
ardous course. However, the films situation in England 
was in such a critical state that extraordinary efforts 
seemed to have been called for. On this side, we believe, 
there is only a genuine hope that the British film industry 
will escape those undesirable developments which now 
loom on the horizon and succeed, out of the heroic efforts 
which have been made, in re-establishing the industry on 
a sound and secure basis. 

Thus far little in the way of new production has been 
made available, and meanwhile in the general stress book- 
ings have fallen off badly. So many theatre deals, which 
seem to have been inspired in part at least by the general 
attention directed to the industry through the Films Bill, 
are in contemplation or in progress that selling activity 
has been seriously curtailed. 



i 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



15 



Exhibitors Oust Lenten Bogy 
By Exploiting Good Programs 



Motion Pictures 
Sent 1,000 Miles 
By Phone, 5 Hours 



Now they're sending motion pictures by 
phone! The feat was accomplished last 
Wednesday when pictures of Vilma Banky, 
Samuel Goldwyn star, were taken in Chi- 
cago, transmitted over telephone wires and 
shown to audiences in the Embassy theatre, 
New York, 1,000 miles distant, the entire 
process taking only five hours. Her hus- 
band, Rod La Rocciue, was an interested 
spectator. 

Light Changed to Electricity 

The basic principle of the device of the 
A. T. T. and Bell Telephone Laboratories, 
explained in detad on the following page, is 
conversion of light rays into electrical en- 
ergy at the transmission end and re-conver- 
sion of the electrical energy into light at 
the receiving end. 

The 12 feet of negative film, taken in 
Chicago and developed by the Stern Film 
Laboratories, all in 48 minutes, was then cut 
into strips six inches long, eight exposures 
to a strip, and mounted three in tandem 
between glass plates and rephotographed 
into 5x7 positive films. 

Eight Cities Equipped 

Reports from New York stated that part 
of the film was blurred as it was shown at 
the Embassy, where Miss Banky's "Two 
Lovers" is playing, but that the audience 
easily recognized the star and noted her 
changes of expression, and her motions. _ 

Eight cities have been equipped with 
transmitters and receivers — Boston, Cleve- 
land, Atlanta, St. Louis, Los Angeles, San 
Francisco, Chicago and New York. 

Telephotographic motion pictures are ex- 
pected to find ultimate commercial useful- 
ness in connection with newsreels. This is 
discussed fully on page 30. 



$20,142,000 Eastman 
Profit in 1927; Figure 
Highest of Any Year 

(Sfccinl to Exhibitors Herald and 
Moving Picture World) 

ROCHESTER, N. Y., April 10.— Rrofits oL" 
$20,142,161 were earned by the Eastman 
Kodak Company and its subsidiaries in 1927, 
exceeding those of any other year. The 1926 
figure was $19,860,634. 

The net profit for 1927 is: equal to $9.60 a 
share on common stock, after the preferred 
dividends have lieen deducted. The total_ sur- 
plus on last December 31 was $74,705,477. 
Stockholders voted a wage dividend of about 
$3,250,000, to be paid to employes next July 1. 



She Dreams of Bandits; 
One Appears But in Vain 

(Special to Exhibitors Herald and 
Movinri Picture IVorld) 

K.^NSAS CITY, .\pril 10.— Alac .\hcarns, 
cashier of the Madrid theatre, hero, sat think- 
ing of a hold-up last February when the the- 
atre lost $50. And then all of a sudden a 
bandit jumped out of a car and pointed a 
revolver at Miss Ahearns. She defied the 
bandit and lied into the theatre. The bold 
bandit also lied, getting nothing. 



B. O, Rates Favorably with 
Other Weeks In Most Areas 

Albany and Troy Have Best Season — One Theatre's 
Good Friday Receipts Best in 12 Weeks 

By ERNEST A. ROVELSTAD 

Good programs and special exploitation have placed the Lenten bugaboo 
definitely on the retired list, according to reports on theatre business from 
widely separated parts of the country. In practically every instance, business 
was greater than for the corresponding period last year ; in most cases, attend- 
ance compared favorably with the weeks preceding the Lenten season. Thea- 
tres at Albany and Troy had the best Lenten receipts of any year in their 
history. The Chicago theatre, Chicago, did better bu>ine---- this Holy Week 
than in previous years. 

Business Stands Up in Holy Week 

Even during Holy Week business held up in a number of instances. For 
Good Friday, when some houses closed according to tradition, others reported 
patronag-e excellent, and one — the Capitol in Des Moines — actually did its best 
business in 12 weeks on that day. 



While some of the theatre accomplished 
these results without special attention to 
building up particularly attractive programs 
for the weeks of Lent, it is noteworthy that 
the best record was made in upper New York 
state, and this record was attributed solely to 
the initiative of the exhibitors in booking out- 
standing productions. 

Best Lenten Business 
in Albany and Troy 

(Special to Exhibitors Herald and 
Moviny Picture World) 

ALBANY, April 10.— The motion picture 
theatres in Albany and Troy have enjoyed the 
best Lenten business in their history, with the 



B. O. Tells Story 
Of How Theatres 
Routed Lent Bogy 



NEW ORLEANS. —All theatres re- 
ported normal business, a bit better than 
last year. 

DES MOINES.— Capitol's business on 
Good Friday best in twelve weeks; better 
than usual at the Des Moines; stable at 
Strand. 

OTTAWA. — Special exploitation gave 
two pictures splendid start in Easter 
week, but patronage in general in week 
was affected by religious observances. 

PITTSBURGH.— Theatres did a little 
better on Good Friday than last year. 

ALBANY. — Did best business in history 
for period, except in Holy Week, when hot 
weather also was factor; Leland and Clin- 
ton Square far ahead of any other Lenten 
season and measured up to other weeks of 
year; business absolutely satisfactory at 
four Stanley houses in Albany, with stand- 
ing lines common; Harmanus-Bleecker 
Hall much better than last year; Colonial. 
better than in 1927. 

TROY. — Satisfactory business at three 
Stanley theatres; Rose's receipts double 
any other Lenten season; Proctor and 
Griswold hundreds of dollars more busi- 
ness than a year ago. 

CHICAGO.— The Chicago theatre did 
more business in Holy Week than in '27. 



exception of the past week, with its combina- 
tion of hot weather and Holy Week observ- 
ance. The Lenten record, which places busi- 
ness on a par with other months of the year, 
is due entirely to the fact that the exhibitors 
ha\e seen the wisdom of booking superior 
attractions for the season. A year or so ago 
some exhibitors decided to tr>' out good pic- 
tures during Lent. The result was rather sur- 
prising. This 3'ear practically every theatre 
played the best pictures obtainable. 

Far Ahead of 1927 

"ily two theatres, the Leland and the Clin- 
ton Square, have gone far ahead of any other 
Lenten season, and the receipts measure up to 
other weeks of the year," said C. H. Buckley. 

Uly S. Hill, managing director of tour 
Stanley houses in Albany and three in Troy. 
declared business absolutely satisfactory and 
said the Strand played some of the best at- 
tractions and standing lines were common on 
many nights. 

Joe Saperstein, manager of Harmanus- 
Bleecker Hall, declared business 'way ahead 
of last year at this time, due to a policy he 
has inaugurated of using three acts of vaudc- 
\ille with his pictures. 

Double Last Season 

Take Rosenthal, of the Rose in Troy, stated 
that his receipts were nearly double those of 
last Lenten season, while Jake Golden, man- 
ager of the Proctor and Griswold in Troy, 
declared he was hundreds of dollars ahead of 
a year ago. 

Jules Berinstein, owner of the Colonial in 
.Albany, said : 

"Business began picking up for me several 
weeks ago, and altliough my tlicalrc is located 
in a strong Catholic section. I have been play- 
ing to better crowds than last year." 

\\'ith but a few exceptions, owners of 
neighlmrhood houses in both cities declared 
business has boon far ahead of a year ago 
and they have no fear next \ear of Lemon 
ctTccts. 

Good Friday Business 
Best in Twelve Weeks 

(Special lo Exhibitors HfralJ and 
Moving Picture WorU) 

DES MOINES. April 10.— The oldtimc 

1 out bugalK)o in Des Moines is a myth, for 

Inisincss. instead of falling off, according to 

tradition, has been perfectly stable at the 

(ContinufJ on foge 25) 



16 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



c- ■ - It 

NEW YORK— There seems to be no truth 
in the rumor running along Main Alley 
that presentations are getting so long now- 
adays that some of the houses are leaving 
out the pictures. . . . The Marx Brothers, of 
whom one is silent already, nearly made the 
silver screen. Their price was too high and 
anyhow Groucho had made up his mind to 
learn how to play golf this summer. . . . 
Harlan Thompson will be back in his new 
Great Neck abode in May, despite reliable 
reports that Hollywood is all that way about 
him. . . . The price of fifty-or-so thousands 
paid for the original manuscript of "Alice in 
Wonderland" made some of the boys wonder 
if this meant the picture rights. . _. . Rudie 
Cameron, who once allowed his shining face 
to light up pictures, is now a hero in a musi- 
cal comedy. . . . Charlie Ray wouldn't mind 
the same fate, being at present ensconced in 
the drayma. . . . This new business of tele- 
phoning films has the big tablecloth and pencil 
men all excited. They're wondering when 
there'll be a chance to make cuts, once that 
happy day is reached when you grind the 
camera in L. A. and it's promptly "telephoned" 
to the screen in N. Y., without even time out 
for what the Governor of South Carolina once 
said to the Governor of North Carolina, or 
was it the Senator from Alabama about the 
Governor of New York? . . . We hear com- 
plaints about business in Chicago. Nothing 
like that in New York, where the spring 
weather is driving all those people who don't 
know what to do about daytime into the pic- 
ture dens. . . . Jimmy Grainger burned up a 
lot of rails last week, hurrying back to the 
world's biggest cowpath. . . . Will Hays is 
having fun in Paris. . . . Mack Sennett is 
reported to have made 200 comedies for 
Pathe, but that's silly. We've seen five thou- 
sand at least. . . . William A. Brady is to 
make an appearance before the Senate Fi- 
nance Committee soon. He may decide to 
recite "King Lear." . . . Aaron Sapiro is 
hardly in the business and he's already getting 
a dinner in his honor. Mayor Jimmy Walker, 
Senator Royal Copeland, Milt Gross and Rabbi 
Wise will all be on hand. After speeches 
Aaron will lead the grand march. . . . Al 
Lichtman came back, buzzing with tales of 
business in the Middle West. . . . Joe 
Schnitzer, senior vice-president over at F B O, 
is ill, but here's wishing him a prompt recov- 
ery. . . . Julius Bernheim and Sigmund Moos 
are hopping to Europe to see what's going on 
in France. . . . Paul Whiteman packed the 
Paramount last week, if you get what I mean. 
. . . Easter got a big play in New York. The 
avenues were jammed for days with people 
trying to get a hat or something. Even 
Broadway heard about it. . . . R. H. Burn- 
side who taught thousands of young ladies to 
walk into the water at the Hippodrome, to the 
consternation of the visiting firemen, is to do 
something for Publix, staging shows in alter- 
nation with John Murray Anderson and Frank 
Cambria. . . . Ad Menjou has been around, 
with a new cold, a new contract ,and a couple 
of other innovations. . . . The Goldwyns are 
on their way back, with Europe sticking out 
of a back pocket. . . . Harold Lloyd is around, 
speedy as ever. . . . Al Jolson reports "The 
Jazz Singer" so stirring that many of the 
boys are changing their names back. . . . 
Well, there's really plenty doing but it's really 
Spring and you wouldn't want everything 
printed in the paper, would you? . . . The 
Theatre Owners Chamber of Commerce, by 
the way, announces that dinner for Aaron 
Sapiro "upon the event of his introduction to 
the motion picture industry." Don't tell us, 
is there a catch? 

PETER STUYVESANT. 



How Motion Picture Was Sent By Phone 

And Seen 1,000 Miles Off in 5 Hours 



United Artists 

and 
Sidney Stern 
Laboratories 

in 
Tieup with 
A. T. and T. 



^ After the positive film 
is rolled into cylindrical 
form it is placed in the 
transmitter. As the film 
is rotated a small but in- 
tense beam of light shines 
through the film onto a 
photoelectric cell inside. 
The light ray goes around 
and around the cylinder 
Just as a phonograph 
needle covers the full sur- 
face of a record. 



V Each portion of the 
picture in turn affects the 
intensity of the light 
reaching the photoelectric 
cell. This variation on 
the sensitive surface of 
the cell causes current 
variations which, by 
means of a vacuum tube 
amplifier and modulator, 
control the current flow- 
ing through the telephone 
line. 



IT At the receiving end an 
unexposed photographic 
film is rotated under a 
beam of light in a similar 
fashion. The two films 
rotate at exactly the same 
speed, and by means of 
a light valve the impulses 
from the photoelectric cell 
control the amount of 
light reaching the film at 
the receiving office. 




This is the way one of the positive films looks as it is 

ready for transmission. Three strips, eight exposures to 

a strip, and rephotographed under plates from the original 

negatives. Vilma Banky of U-A is the subject. 








Above: The star of the United Artists 
production, "Two Lovers," watches the 
transmission of motion pictures of her- 
self. 

Left: Taking the original motion pic- 
ture in the A. T. T. office in Chicago. 
Emil Sonntag, Sidney Stern camera- 
man officiates 



i. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



17 



Frank /. Rembusch 
Speaks: 

(In Two Chapters) 



CHAPTER ONE 

Mr. Martin Quigley, Himself, 
Care Exhibitors Herald and Motion 
Picture World, 
Chicago, 111. 
Dear Quigley: 

I just read your editorial about the "Hoosiers" 
and like most everything you write, there is 
no head or tail to it, just a lot of character 
assassination and throwing of dirt, which you 
can't make stick because the mantle of the 
late "Chalmers" would never fit you. 
Just why you love to pick on me is only ex- 
plained by the fact that you know what Mr. 
Hays wants to say and probably Pettijohn 
writes your editorials. 

There are some things that you are mistaken 
about, I did not tell Mr. Hays how to run the 
Industry and since you are holding up for him 
so strongly when the rest of the American 
people are ready to sink him into oblivion, 
you must have been his advisor right along 
and thereby getting this Industry in a Hell of 
a hole. 

I never talked to Mr. Hays but once and that 
was at the Union Club Meeting when he lied 
to me like Hell. The same nurse served in 
my family that did in his and if you like that 
kind of stuff, I can tell you plenty. It seems 
that you kinda go for that slandering. Thank 
the Lord I do not have to. I have been in 
this Industry for twenty-one years and it is 
going to take more than your dirt to put me 
out. 

Some of these days I am going to write you 
up real nicely. I had a talk with my attorney 
and he said that since I am representing 
Fifteen Thousand Motion Picture Theatre 
Owners, elected under the suoervision of the 
Government of the United States, as their 
National Secretary without salary, he thinks 
I should file a suit for about One Hundred 
Thousand Dollars for libel. 
What's eating on you, anyhow? I never did 
you any harm. Furthermore I'll bet you a 
suit of clothes and take it either way that 
Will Hays does or he does not return from 
France. Which way do you want it? 
Yours truly, 
UNAFFILIATED INDEPENDENT 
EXHIBITORS OF AMERICA, 

Frank J. Rembusch. 

P. S. There are a lot of things that I have 
accomplished in this Industry. Wait and see. 

CHAPTER TWO 

Motion Picture World and 
Exhibitor's Herald, 
Chicago, 111. 
Dear Sir: 

Have received quite a number of letters pro- 
testing against your editorial. It does not 
matter to me personally but since you are a 
part of the System and I am the only person 
who is battling against the Monopoly Set-up 
and having no trade journal to answer you in, 
as they are all subsidized more or less, I have 
decided to place this in the hands of my at- 
torney and bring suit immediately for One 
Hundred Thousand ($100,000.00) Dollars for 
malicious slander and libel. 
If William A. Johnston could collect Fifty 
Thousand Dollars for being called "Sweet 
William" by Arthur James in the Exhibitor's 
Trade Review several years ago, I think I can 
collect more than that amount from the dirty 
dirt that you tried to throw on me. 
It might surprise you to know that in spite 



Governor Wins Carnival War; 
Five Fold Tents and Vanish 

Richards Arrests Owner and Gets Staying Orders from Supreme 

Court Annulling Injunctions — Carolina Law Limits 

Tentshows to State and County Fairs 

(Special to Exhibitors Herald and Moinng Picture World) 
COLUMBIA, S. C, April 10. — Governor Richards' war on carnivals play- 
ing in South Carolina w^as w^on last w^eek and hearings on injunctions, scheduled 
to take place before circuit court judges yesterday, did not materialize. Car- 
nivals that had balked at the governor's closing orders and obtained temporary 
injunctions, abandoned the legal fight, folded their tents and departed from 
the state. After entering appeals, which automatically upset the injunctions 
obtained by the showmen, the governor won stay orders from the supreme 
court which permanently annulled action taken by the carnivals. 

Carnivals Leave Five Cities 
When the showmen discovered their injunctions had been declared void, 
they decided to drop the fight rather than attempt to get other injunctions. 
In the meanwhile, carnivals have cancelled bookings and have departed from 
Columbia, Union, GafFney, Ware Shoals and Greer. 

The issue came to a head when the Ben Richards had made the same promise of 

Krause carnival came to Columbia in a tieup non-prosecution in the cases of the carnivals 



with the Woodmen of the World. Gover- 
nor Richards ordered Krause not to open 
the show. Krause pitched his tents never- 
theless, and John W. Crews, attorney, ob- 
tained a temporary injunction from Judge 
W. H. Townshend at Charleston. 

Governor Outwits Carnival Man 

The carnival opened and at the same time 
Governor Richards opened fire. W. J. 
Strickland, private secretary to the gover- 
nor, sped in an auto to Newberry with Cir- 
die Page, assistant attorney general, and 
obtained from Associate Justice E. S. 
Blease, an order of supersedeas staying the 
Townshend injunction pending an appeal to 
the supreme court. Only a tire blowout 
saved Krause from arrest that same night. 

The next day Judge Mann, before whom 
the Townshend injunction had been made 
returnable, held that the state law was con- 
• stitutional and that the operation of carni- 
vals was illegal, although he held that only 
the tented shows were barred, the rides be- 
ing permitted. Judge Mann stated he 
wanted to render his ruling though the su- 
persedeas order from Justice Blease had 
made his decision unnecessary. 

No Intent to Persecute 

In the afternoon Krause was arrested, but 
was released on the order of the governor 
following a promise to take the show out- 
side the state. Governor Richards declaring 
it was not his intention to persecute the 
carnival man. 



of all your dirt that I have received two 
letters from two of the most influential mem- 
bers of the Hays Organization advising me 
that they had no idea that they were a part 
of a set-up as I have described. It looks like 
Mr. Hays has even lied to his clients, as you 
have lied to your readers in the most mali- 
cious, unwarranted, despicable and dishonor- 
able way. 

I think I can make you pay for ail your fun. 
Very truly yours, 

Frank J. Rembusch. 
P. S. I was called "Indiana Frank" at the 
same time that Johnston was called "Sweet 
William," but I did not join in the suit, but 
since the System is to character assassin and 
Film Board and murder and poison and rob 
anyone who is sincere, I'm going to try to 
protect myself with legitimate methods at 
least. 

You were the only paper that had guts enough 
to put my complaint against the Attornev 
General in print a year ago. Thanks for that 
much good. I presume «' cost you plenty. 



in the other towns, but when the tentshow 
operators in both Union and Gaffney ob- 
tained injunctions from Circuit Judge Sease 
at Spartanburg, and started showing in de- 
fiance of the governor, after he had been 
told they would leave the state, the latter 
declared that no lenience would be shown 
them. 

Follows Same Procedure 
Following the issuance of the restraining 
writ at Union, Attorney General Daniel 
hastened to that city to serve papers on the 
carnival people as the basis for an appeal to 
the state supreme court, followed by the 
obtaining of an order from Justice Blease 
staying the injunction pending the appeal, 
as in the Columbia case. The same pro- 
cedure was adopted for the Gaffney fight. 
Pastor Decries Carnivals 
At High Point, N. C, invaded by two car- 
nivals. Rev. Charles P. Coble in a public 
letter last week deplored the presence of 
the tentshows. 

An editorial writer in the Charlotte Ob- 
server stated of the Columbia fight that "the 
incident reveals the fact that South Caro- 
lina is a favorite camping ground for the 
carnivals, for concerns of the kind have 
been in full blast at Gaffney, Ware Shoals, 
Union, West Greenville and perhaps other 
places, managers of all these being re- 
quired, like the Arab, to fold their tents, 
whether to stay or steal away." 



Brady and Gilmore Plead 
Seat Tax Relief for Stage 

(Special to Ej:hiHiors Hcr^'.i unj 
Moving Picture World) 

WASHINGTON, April 10.— Relief from 
the admission tax is vital to the drama, the 
senate finance committee was told today by 
William A. Brady of New York, represent- 
ing the "legit" at the opening of hearings 
on the revenue reduction bill. The film side 
of the industry has been taken care of by 
increase in tlic exemptions, Brady said. 

Frank Gihnore, executive secretary of 
Equity, told the committee that the admis- 
sion tax iiad had a considerable effect in 
the present condition of the theatrical in- 
dustry. 



Distribute Films on Mining 
NF.W YORK. — .\ comprehenjiTe tetiet o( educ«- 
tionAl motion picture film* dealiri); with tnin.nc and 
the pren.iration «nd vise o{ mineral matenal!!. prv>- 
duced by the fnited States Bureau of Minei, 
Department of Commerce, is r«adv (or d st:ibuuon 
in New York and neiffhborins staiei. 



18 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 




Here are the principals of United Artists who appeared on the Dodge Brothers all-star radio 
hour March 29. Seated, left to right, are Dolores Del Rio, John Barrymore, Charles Chaplin, 
D. W. Griffith and Norma Talmadge. Standing: A. K. Schoepf, representing the sponsors; 
Douglas Fairbanks, master of ceremonies, and Joseph M. Schenck, head of United Artists. 

Tie Up with Radio for Better B* 0>, 
These Two Writers Advise 

Lost Business on One Hookup Is More Than Balanced by Future Attend- 
ance, Says One — Install Set, Other Urges 

EXHIBITORS who adopt a policy of wholesale denuciation of radio and 
all its works are passing up opportunities to cash in on broadcasts, in 
the estimation of two readers of the Herald-World whose letters are 
printed below. One said that exhibitors who lost business on the Dodge hookup 
"will more than redeem their losses with future business." The other writer 
declared : "Pav a little overtime. You'll get it back and then some." 



It's "Biting Nose to 
Spite Face," He Says 

^ Alitcliell Conery of Conoat Projection Serv- 
ice at Menands, N. Y., writes : 

It would seem that the exhibitors of the 
country have reached a very quick and un- 
considered opinion when they express 
themselves as being against radio broad- 
casts by motion picture stars. That this 
radio publicity is of no future value is, to 
me, a very wrong statement. 

In the Dodge Brothers' program of 
March 29th, Dolores Del Rio sang 
"Ramona." There are not many exploita- 
tion stunts that can be staged that can equal 
the value of her performance on the radio. 
Her voice is beautiful, the song is exceptional 
and the comments of all "listeners-in" are 
wonderful. When this picture is shown in 
theatres throughout the country there is 
bound to be a very great business due in a 
large per cent to this one performance on 
the radio. 

Sees Added Return 

Every movie patron that stayed home 
from the movies to listen to this program 
on A'larch 29th will be on hand to see 
"Ramona" at the theatre on some later 
date. The exhibitors who lost business be- 
cause of this hookup will more than redeem 
their losses with their future business. 

That the movie stars should not appear 
on the radio seems that this industry would 
be biting its nose to spite its face. When 
a large company, seeking advertising 
through the radio, is willing to spend thou- 
sands of dollars to have an attraction that 
will appeal to the millions of listeners in 
the country, why shouldn't the movie in- 
dustry benefit by the free exploitation? If 
movie stars refuse to appear it merely 
means that the company spending the 

(Continued on page 54) 



Up to Exhibitor to 
Use Radio, He Holds 

H C. W. Wheeler, house manager of Tokay 
theatre at South Bend, Wash., and ozvn.er of a 
radio store, says : 

Have just read your editorial on "Radio 
and Pictures." As house manager of the 
Tokay theatre here for the past 12 years, 
also owner for the past six years of a radio 
store, I believe the average theatre owner 
looks on broadcasting from the wrong 
angle. 

We are all agreed that radio is a firm 
fixture in the home. Therefore, it is up to 
the theatre operator to make every possi- 
ble use of broadcasting that he can. 

Places Set in Projection Room 

Here is how I solved the problem. It 
has been the custom of the Wheeler Radio 
Service to give all broadcasts of interest, 
inculding World's Series ball games, foot- 
ball games, etc. In order to connect our 
theatre business up, have held all events 
from the theatre. On the first World's 
Series to be given, placed receiving set in 
projection room and shot it out the window 
to crowd in street, balance of time at rear 
of theatre from stage door, or, if raining, 
opened up the house. 

Makes extra work — yes — but we try to 
give the people what they want in pictures 
and music. So go a step further. On 
President Coolidge's first speech, placed 
speaker on stage. On Tunney-Dempsey 
fight opened theatre early and advertised 
that we would give the fight result. Taken 
in over $50 more than we would without 
"radio competition" (that many patrons left 
at close of fight, not staying for show). 

On the recent Dodge National hookup 
it was over before our show time so did 
not have a chance to use it. 

Some managers are going to say: "It 



will disarrange our program." Granted. 
But why sit back and howl when it is pos- 
sible to create extra business? Pay a little 
overtime. You'll get it back and then some. 

Even an ordinary house will spend $10,- 
000 to $20,000 for an organ. Put two or 
three hundred into a radio set and put it 
to work. 

We are located in a small town of around 
2,500 people and every dollar lost at the 
box office means something to us. And I 
am not afraid of radio "taking our busi- 
ness." 



Lloyd '^Speedy" and 
Fox ''Street Anger 
Win on Broadway 

By PETER VISCHER 

NEW YORK, April 10.— Two new pictures 
of importance had their first showings in New 
York last week and each gave promise of 
prosperity, not only on Broadway, but as well 
through the country. 

Harold Lloyd's newest, "Speedy." came to 
the Rivoli and made instant friends. Intro- 
duced to a brilliant audience, brought together 
at advanced prices for the benefit of the 
Theatrical Press Representatives of America, 
the picture won warm applause. Lloyd was 
in the audience. 

"Speedy" won praise, as all of Lloyd's pic- 
tures do, for its zest and its laughs. It was 
not held to be a particularly original picture, 
but nobody seemed to care very much about 
that in view of the ceaseless laughs it got. 

Fox's newest picture, "Street Angel," with 
Janet Gaynor and Charles Farrell in effective 
roles, was enthusiastically received at its 
premiere in the Globe theatre last night Inci- 
dentalh', the picture did not increase the Fox 
total of special presentations on Broadway, 
despite the fact they have been coming thick 
and fast. Fox's "Sunrise" moved out to 
make room for "Street Angel," which was 
accepted as a charming picture of Italian life. 
Its locale was beautifully chosen and the 
photography won high praise. Frank Bor- 
zage directed. 



Neiv Trial Denied P-F-L 
in $337,500 Dallas Suit 

(Special to Exhibitors Herald and 
Moving Picture World) 

DALLAS, April 10.— Efforts to overthrow 
the verdict of $337,500 damages awarded R. J. 
Stinnett and Simon Charninsky against Para- 
mount were defeated when a motion for a 
new trial was overruled Saturday. Stinnett 
and Charninsky had testified that they were 
forced to sell the Capitol theatre when they 
could not obtain first-runs. 

Amateur Bandit Gags 

Pair but Safe Fools Him 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— F. D. McMahan, 
assistant manager, and Robert Smith, of the 
Westlake theatre, were bound and gagged 
early yesterday while an amateur safecracker 
tried unsuccessfully to open the strongbox 
which contained $7,000 in Sunday receipts, ac- 
cording to Jed Buell, manager. 



Maurice Singerman Dies 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK April 10._— Maurice Singer- 
man, father of Sydney Singerman, head of 
the Program department of Universal, died 
suddenly last week, as the result of a 
heart attack. He has been suffering for a 
year. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



19 



Good Film Taking 
Book 's Place, Says 
Kiwanis Official 

Good pictures are taking the place of books 
as a beneficial influence upon young people, 
says one Kiwanis secretary in the survey con- 
ducted by the Herald-World among Kiwanis 
clubs of the United States and Canada, on the 
subject of the influence for good of the mo- 
tion picture among the youth of a community. 
Anther secretary calls the news reels "invalu- 
able in their educational instruction." An- 
other declared that "a good, modern theatre, 
featuring worthwhile films, is unquestionably 
an asset to any city." Several emphasize the 
negative influence of suggestive pictures. 

Following is comment received too late for 
inclusion in the recent articles or reserved 
until this issue for lack of space: 

Grant Davis, Mountain Grove Kiwanis 
Club. Mo. 

The motion picture theatre is a good influ- 
ence among the youth of our community in 
furnishing educational entertainment for the 
young men and young women^ as long as pic- 
tures are clean, free from high tension love 
scenes and suggestive footage. When this en- 
ters the harm on the minds of the youth is 
far greater than all the other good it can 
possibly do. 

R. S. Burton, Logan Kiwanis Club, W. Va. 

Good pictures create ambition and ideals 
that probably would never be created in our 
young people. In my opinion it has some- 
thing of the same influence as the reading 
of books in generations past, but the young 
people are not reading as they used to do. 
They are travehng too fast for book reading. 
Therefore, I believe, they must have the pic- 
ture shows to take place of books. 



Joseph F. Boyle, Jr., Kiwanis Club of 
Providence, R. I. 

I consider the news reels invaluable in 
their educational instruction. As to general 
motion pictures, the quality of the pictures 
varies in different theatres and is a subject 
that is hard for me to discuss. A good, 
modern theatre, featuring worthwhile films, 
is unquestionably an asset to any city. 



D. W. Beaver, Beaver Dam Kiwanis 
Club. Wis. 

Everything we do is a factor in our 
educational existence. The great question 
is whether the factors outside of the class- 
rooms are creative or destructive. In fact, 
there are many factory girls, and boys as 
well, who stopped school young, that do 
no reading whatsoever and glean all their 
ideas from the "movies." In many of these 
cases as well as the cases of children of 
high school age, I do not believe the moving 
picture is the best means of education. I 
may not be ultra-modern, but nevertheless, 
the average {picture portrays economic and 
social conditi.jiis way above and beyond 
the level of the onlooker and beyond that 
which he can ever attain. The modern 
freedom in the discussion and portrayal nf 
sex and social problems should be com- 
mended and a great step away from the 
age-old, hypocritical prudery. But here is 
the danger as I see it: Are these youths 
grounded well enough in intelligence and 
moral training to see the moral or the 
"muck"? 

I do not remember the name of one of 
John Barrymore's recent pictures in which 
he, though one of America's greatest actors, 
portrayed the invincible lover who played 
the hearts of married women as pawns. It 
does not seem as though the proper thini,' 
(^Co^ntinued on page 46) 



Williams Chain of 32 Exchanges 
To Sell 25 British Films in U. S. 

Plans for First Year of New Distributing Company Also Call for 
Establishing Five Branches in Canada — Entire Per- 
sonnel British Except "Jaydee" 

(Special to Exhibitors Herald and Moving Ficture World) 

LONDON, April 10.— A chain of 32 to 36 branches in the United States and 
five more in Canada is to handle the 25 to 40 British pictures to be distributed 
in the first year of the new United Motion Pictures Producers, Ltd., organized 
with J. D. Williams as managing director to distribute British pictures in the 
United States and Canada. 

British Capital, British Board 

Despite the name of the company, it will not produce pictures but will ad- 
vance money on promising British subjects. A wellknown financial group here 
is backing the company, and every member of the board is British except 
Williams. One of the directors is also on a dozen other boards. 

"Seventy-five per cent of the American ex- of the Sunset Pictures, Inc., of California, 
hibitors are unaffiliated," Williams declared, won in the suit for damages brought by I. M. 
"They all want good pictures, and will wel- Cohen, of the Dixie Film Company, which 

come British produc- arose over the dispute of ownership in the 

tions. I also hope to [ - ^^ap^^^ "] film, "What Love Will Do." 

place our films in the 
big circuits. 

"The trouble with 
British producers is 
that they have never 
had a British chain in 
America to distribute 
their product. A sim- 
ilar venture was tried 
in 1920 by StoU.but 
there were no British 
pictures particularly 
worth distributing in 
1920." 

Productions are be- 
ing selected on their 

merits alone and to date six pictures already 
have been contracted for and six more were 
to be obtained at once, Williams said prepara- 
tory to his sailing for America with his as- 
sistant, C. A. H. Harrison. The six \yere 
produced by Gainsborough Pictures, British 
and Dominion Pictures, and Neo-Art Produc- 
tions. 

Ernest A. Fredman, managing editor, says 
in the Daily Film Renter: 

"Our old friend T. D. Williams has broken 
out again, and, as you see, is going to take 
British pictures into the American and_ Cana- 
dian markets. I knew he had had this plan 
under way for some considerable time, but 
naturally he could not do a great deal, I pre- 
sume, while the recent case with British Na- 
tional was pending. 

"Now that this is out of the way he is all 
set, and is very optimistic of making a big 
success with British pictures in markets of 
which he has thorough knowledge. Well, I 
hope he succeeds. Anybody who can get Brit- 
ish films into America and Canada has my 
heartiest good wishes." 




J. D. Williams 



J. S. Dickerson Dead; 
Was Associate Editor 
of Motion Picture News 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— Funeral services 
for J. S. Dickerson, associate editor of Motion 
Picture Nezvs, who died last Tuesday night at 
his home in Linden, N. J., were conducted 
Thursday afternoon at the Ogden Funeral 
Parlors in Elizabeth, N. J., followed by burial 
at Union Springs, N. Y. Death followed a 
week's illness from pneumonia and was a 
shock to his many friends in the industry. 

Dickerson joined Motion Picture News in 
1920 as editor of the Exhibitors Service 
Bureau and succeeded Robert E. Welsh as 
managing editor. Previously he had been art 
exhibitor, operating several theatres in upper 
New York state. Born in Watkins, X. Y., 
46 years ago, he had become a newspaper man 
at an early age and then turned to the mer- 
cantile field before his advent as an exhibitor. 



Xydias Wins Film Suit 

(Special to Exhibitors Herald and 
Moving Picture World) 

MEMPHIS, April 10.— After a two days' 
hearing which ended last Friday in the fourth 

circuit cntirt of TrnncJ-^co, Anihcmy T. Xydins, 



Jeanne Eagels Defies 

Equity in Suspension 

(Washington Biirdiu of Exhibitors lletald and 
Moving Picture World) 

NEW YORK, April 10.— Jeanne Eagels has 
issued a statement that she will not pay the 
fine demanded by the Actors' Equity and that 
she will appear in a plav on Broadway next 
Fall. 

Equity suspended Miss Eagels last week and 
fined her two weeks' salary after she had 
failed to appear for several performances of 
her play in Milwaukee. 

Lewis Joins Warners 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK. April 10.— Tack Lewis has 
jointed the advcrtisine staflt of Warner 

iVothiT-; 



WHY THE -HERALD-WORLD" IS READ AND 

SUBSCRIBED FOR BY E\ ERY EXHIBITOR 

Writes M. R. Blair of the RfgenI theatre, Cedar Rapids, Iowa: 

"Enclosed please find check for two years' subscription. You are putting out a 
good magazine and I am sure all the boys arc thankful for that. Your several 

departments are well org.iniTied." 



20 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Columbia To Sell 10 Specials as Part 
Of 36 in $3,000,000 Program 

Showing on Leading Circuits in Past Year Brings Decision to Enlarge Out- 
lay for 1928-29, Declares Brandt 

(Special to Exhibitors Herald and Moving Picture World) 

NEW YORK, April 10. — Ten specials will be sold as part of the "Perfect 
Thirty-Six" to be distributed by Columbia under its expansion plan 
for the 1928-29 season at a production cost placed at $3,000,000, Presi- 
dent Joe Brandt announced last week. 

AMONG the specials will be "The Younger 
Generation," from Fannie Hurst's "It Is 
to Laugh," and "The Fall of Eve," written by 
John Emerson and 




Joe Brandt 



Anita Loos. Among 
others will be "Trial 
Marriage," from the 
Saturday Evening 
Post serial ; Cosmo 
Hamilton's "Restless 
Souls," Mary Roberts 
Rinehart's "Acquit- 
ted," and Frederick 
A. Thompson's 
"Power of the 
Press," which ran in 
McClure's. 

"The past year saw 
Columbia productions 
play over the Fox, 
Keith-Stanley, F & 





Harry Cohn 



Jack Cohn 



R, Publix, Loew, West Coast and other of 
the country's important circuits," Brandt said, 
in commenting on the larger program. "In 
many instances Columbia's 1927-28 produc- 
tions played in theatres where independent 
product had never played before. 

"Many exhibitors told us that they would 
welcome more Columbia productions of the 
same high standard and entertainment value. 

"Inquiries among exhibitors lead us to be- 
lieve that the trend for comedy has passed. 
Although we will not eliminate comedies en- 
tirely, we shall emphasize this type of pro- 
duction less during the coming year. 

"The general trend for economy will have 
no effect on our plans. Not only will Colum- 
bia not retrench, but our ample finances will 
enable us to spend more money than ever 
before in even' branch of our business." 



Philadelphia Houses Plan 
Use of Armored Cars 

(Special to Exhibitors Herald and 
Moving Picture World) 

PHILADELPHIA, April 10.— In 
order to combat the increasing num- 
ber of box office hold-ups, a number 
of theatres here are making arrange- 
ments for the collection of receipts 
by armored cars. The Stanley Com- 
pany has offered $1,000 for the slayer 
of Max T. Harrison, assistant mana- 
ger of the Crosskeys theatre, killed 
in a hold-up. 



Brandt called attention to the directors and 
stars engaged. Among the former are George 
B. Seitz, Philip Rosen, Frank Capra, Walter 
Lang, E. H. Griffith, Erie C. Kenton and 
Thomas Buckingham. The stars include Jack 
Holt, Hobart Bosworth, Betty Compson, Bert 
Lyteil, Lya de Putti, Margaret Livingston, 
Dorothy Revier and Lois Wilson. 

Elmer Harris, scenario editor, will have 
among his writers Norman Springer, R. Beers 
Loos and Harvey Thew. 

Acquisition of the former Horsley plant 
doubles the facilities of the Columbia studio, 
located in the center of Hollywood. One of 
the several stages erected will rank among the 
largest on the Coast. 



Cooper Re-elected 
Head of Dominion 
Film Organization 

(Special to Exhibitors Herald and 
Moving Picture World) 

TORONTO, April 10.— Col. John A. 
Cooper was re-elected president and secre- 
tary-treasurer of the Motion Picture Distrib- 
utors and Exhibitors of Canada at the annual 
meeting here. Injuries received in a train ac- 
cident prevented his appearance, and P. C. 
Taylor, general manager for F B O in Canada, 
presided. Distributor directors elected were : 

Arthur Cohen, Real Films, Ltd. ; Clair Hajjue, 
Canadian Universal; O. R. Hanson, Canadian Edu- 
cational; R. S. Bell, First National of Canada; 
B. F. Lyon, Warner Brothers; M. A. Milligan, 
Famous-Lasky Film Service. 

Exhibitor directors elected are : 

Clarence Robson, Eastern inanager. Famous Play- 
ers; and John Arthur, Uptown theatre, Toronto. 

Directors at large elected are : 

J. P. O'Loghlin, Fox; and P. C. Taylor. 



Fire Damages Theatre 
at Waurika, Oklahoma 

(Special to Exhibitors Herald and 
Moving Picture World) 

WAURIKA, OKLA., April 10.— Fire re- 
cently destroyed two projection machines and 
all booth equipment in the Rex theatre here, 
according to O. O. Snipes, manager. Dam- 
ages in the booth and apartment of the man- 
ager were estimated at approximately $4,000. 



F BO Handles British Film 

(Special to Exhibitors Herald and 
Moving Picture World) 

TORONTO, April 10.— P. C. Taylor, gen- 
eral manager of F B O Pictures Corporation 
of Canada, Ltd., has announced that his com- 
pany will distribute the British production, 
"The Passionate Adventure," featuring Clive 
Brook, Alice Joyce, Marjorie Daw and Victor 
McLaglen. 



Clem Clay Price, Sr., Dies 

LIVE OAK, FLA.— In the sudden death of 
Clem Clay Price, Sr., here recently, the South- 
east lost an exhibitor who, until a short time 
ago, had been active in the show business for 

vears. 



Stage Folk Organize to 
Build Interest in Stage 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— With the 
meeting last week of 44 stage pro- 
ducing managers or their representa- 
tives, the third step toward organiza- 
tion of a national board to represent 
actors, dramatists and managers in 
furthering interests of the stage was 
made by the formation of the Man- 
agers' and Producers' Association. 
Three or £ve representatives of the 
new organization, with a similar 
number from the Dramatists' Guild 
and Actors' Equity will make up the 
national board. "The objective of 
the national board is to provide for 
the people of this country the thea- 
tre they want," reads a state from 
Equity. 



Winners Named in 
Paramount-Christie 
Advertising Contest 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— Winners in the 
Paramount-Christie advertising and exploita- 
tion contest conducted by Publix have been 
announced, and results show that short fea- 
tures can be profitably advertised and ex- 
ploited in theatres. 

Winners of the newspaper advertising division of 
the contest are: Warren Irwin, Carolina theatre, 
Charlotte, N. C, $400; George T. Cruzen, Broadway 
theatre, Newburgh, N. Y., $150; Hugh J. Smart, 
Empire theatre, Montgomery, Ala., $75, and E. R. 
Rogers, Tivoli theatre, Chattanooga, $25; John P. 
Read, Rialto theatre, Colorado Springs, Colo., $25; 
Guy Konimer, Florida theatre, Jacksonville, $25, and 
Walter League, Florida theatre, St. Petersburg, $25. 
Winners of the exploitation contest are: Adna 
Avery, Palace theatre, McAllister^ Okla., $150; 
Charles H. Ames, Riviera theatre, Knoxville, Tenn., 
$50; Charlie Harrison, Arcade theatre, Jacksonville, 
Fla., $25, and T. Y. Walker, Noble theatre, Anniston, 
Ala., $25. 



Richard Cranfield Death 
Mourned; C &C President 
Is Buried at Kew Gardens 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— Death of Richard 
T. Cranfield, president of Cranfield-Clarke, is 
mourned by his many associates in the indus- 
try. Burial was in Maple Grove cemetery in 
Kew Gardens with Masonic rites, on March 
30. Mr. Cranfield, who died March 28 at his 
home in Long Island, is survived by his wife, 
a son and a daughter. 



Closing F-N Office Adds 

to Atlanta Territory 

(Special to Exhibitors Herald and 
Moving Picture World) 

ATLA.NTA, April 10.— With the closing of 
the Louisville branch of First National Pic- 
tures on April 1, the territory served by the 
company's Atlanta ofiice was increased this 
week to include the State of Tennessee East 
of the Tennessee River. 



Wall Street Theme of 

Weil-Gulick Film Tale 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— Joe Weil and 
Paul Gulick are collaborating on a motion 
picture farce dealing with the speculative 
frenzy now sweeping the country. They 
have titled it "Wall Street!" 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



21 



Y^ 



Film News 
in Pictures 



PICTORIAL SECTION 



Stories Told 
by the Camera 





"Lest we forget" — or never find out — we have publicity experts, of whom these are some 
of the most prominent in the motion picture field. However, there is real news in this 
picture, which marks the initiation of Mark Larkin, newly elected president of Wampas, 
into an honorary membership of the important Los Angeles Breakfast Club. From left 
to right are Harry Hammond Beall, Sam Cohn, Larkin, Barrett Kiesling, Harry Brand, 
and Maurice DeMond, the latter president of the Breakfast Club and honorary member 

of Wampas. 



Something to redeem this page of staid 
masculinity — for important as are the men 
pictured upon it, they are, after all, merely 
men, while Muriel Evans — but observe for 
yourself! Miss Evans is a new Educational 
leading woman, appearing in the Mermaid 
comedies. 




Two important factors in the rapid growth of Vitaphonc, 
Bryan Foy, director (left), and Paul J. Swift, sales man- 
ager, who take the "talking-picture" acts from idea to 
finished production in the theatre. This picture records 
them in conference on the coming program, following 
Swift's recent return from San Francisco, where he opened 
a new Vitaphone branch. 



Wishing a famous cowboy of the films .ns grc.it success behind the footlights 
as he h.is h.id under the Klicgs. Tom Mix (center) is the r.inchm.m under 
discussion, .ind "footlights" refers to the I"ox Western st.ir's \-.uide\-illc tour 
over the Keith-Albec-Oq->hcuni ciroiit. which began soon after this photo- 
graph w.is made. The well-\»-isliers pictured with him .irc Winfield Shechjn. 
vice-president of Fox (left), and Sol M. Viurt/el. general isupcnntrndrnt of 
the Fox Vi'est Coast studios. 



22 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 




TheE. 



HAVE 



It 



Dolores Brinkman observes our title approvingly 

— and why shouldn't she? Whatever it is, there 

it is, in the fetching eyes of this newly signed 

M-G-M player. 





If you have any doubt about it, vote now on 

Irene Rich. Has this Warner Brothers Star that 

magical, alluring, optical something? Assuredly 

the "ayes" have it! 




And above is Lupino Lane to prove that "it" can 
be of any gender. Why, one eye's aplenty for this 
comedy star — he's got THEM! For example, in his 
latest Educational comedy, "Fandango," he meets 
a Spanish maid who thinks she knows her onions. 
But Lane gazes into her eyes — and you can see 
below what it does! 



The gaze that accounts for much of 
the fascinating, rather toxic beauty of 
the stately Olga Baclanova. It accounts 
also for much of her great success in 
Universal's "The Man Who Laughs." 
She's the "vamp" — and looks it! 





Leila Hyams, Warner Brothers fea- 
tured player, contributes to our little 
symposium on eyes, this pair just re- 
cently added to "Noah's Ark." 




What a smile of confidence "itful" 
eyes can give! It may not explain 
why Marceline Day is an M-G-M fea- 
tured player — but doesn't it explain, 
partly at least, your interest in this 
portrait? 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



23 




Here are three scenes from Uni- 
versal's new drama of the boiling- 
pot, "We Americans," which recently opened at the Colony thea- 
tre. New York, on a two-a-day schedule. It was given a rousing 
reception by many reputed to be wise in the ways of the box office. 
The cast is officially described as "all-star." However, George Sid- 
ney is the main character, while the leading juveniles are Patsy 
Ruth Miller (Shown with Sidney at left) and George Lewis. Ed- 
ward Sloman directed the production. 






^tK^^Bik 






1 


' ' 



Two of First N.ltion.il's new prtnj actions .irt- roproscntod in these 
scenes. One is Colecn Moore's l.itcst Nchicic. "IjI.ic Time," and the 
other "Three Ring M.irri.ine," which st.irs M.in. Aslor and LIo\-d 
Hughes, The fomier brings the prankish Miss MiHiro to the screen in 
a role less hovdetiish th.in many of her pre\-ious ones. The picture 
above shows the st.ir in a war-time scene laid in Trance, u-ith airplanes 
drawinK her attention. At left are Mis> Astor and Hujthes. 



24 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Northwest Independent Exhibitors 
Stage First Meet at Portland 

Harry A. MacMillan Is Elected President of New Organization at Con- 
vention Attended by 129 — May Spread to Washington 
[By Special Correspondent of Exhibitors Herald and Moving Picture World] 

PORTLAND, ORE., April 10. — After considerable foundation work 
throughout Oregon, 129 exhibitors convened last week in Portland for 
the first annual meeting of the Northwest Independent Exhibitors Asso- 
ciation, held in the auditorium of the Terminal Sales Building. Harry A. Mac- 
Millan was elected president. 

TOPICS valuable to the Independent Ex- 
hibitors were discussed at length, and 
nothing but the best of feeling was engen- 
dered among the delegates, who realized 
that only through harmonious organization 
will their objects be realized. 

Board of Governors Chosen 



will be extended into the State of Washing- 
ton in the next few months. 

A banquet wound up the convention. 



A board of governors was selected, its 
duties being to represent their fellow ex- 
hibitors at the semi-monthly board meet- 
ings. Each member of the board repre- 
sents all the independent exhibitors in his 
district. 

It was unanimously decided that the as- 
sociation would obtain from the insurance 
companies the lowest possible rates on 
blanket policies covering 200 theatres. 

Clarence H. Gilbert, one of the attorneys 
for the association, gave an address on the 
legal aspects of the old and new standard 
exhibition contracts. Arbitration and block 
booking were also convention topics. 

The officers elected, besides MacMillan, 
are: Vice-president, Howard Roach; sec- 
retary-treasurer, J. J. Fleming. Fleming 
will be in charge of the commodious offices 
in the Terminal Sales Building. MacMillan 
operates the Rose theatre in Portland, and 
Howard Roach the Sellwood and the Ore- 
gon. 

It was the consensus that at last the 
Pacific Northwest is to have a real live or- 
ganization that will accomplish things here- 
tofore impossible through exhibitors work- 
ing individually. 

The newly elected board decided upon an- 
other meeting April 16, when some impor- 
tant decisions will be announced. 

It is expected the association's activities 



Grainger Uses Up 
3 Years with Fox; 
Starts on Next 5 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— J. R. Grainger, 
sales manager of Fox, is now on his new five- 
year contract. Grainger, who is one of the 
best known executives in the industry, last 
week completed his first three years with Fox. 

He has been at the Fox studios in Holly- 
wood conferring with Winfield Sheehan on 
next season's product. He returned to New 
York last week. 



Hotel Man Financing 

Baby Peggy Comedies 

Frank Bering, managing director of the 
Hotel Sherman, Chicago, is to finance a series 
of two-reel comedies starring Baby Peggy, 
child comedienne. There will be six pictures 
in the series, which will feature Peggy's dog 
and Bering's famous horse. 

Dave Flam, former publicity man with Pub- 
lix, is in charge of all business and advertis- 
ing. He left Monday for New York for con- 
ferences on distribution. It is said one of the 
leading old-line companies asked for first con- 
sideration. Leila Rogers is the author of the 
first story to be used. Baby Peggy is now 
completing a tour of picture houses in a stage 
act. 



KNOW YOUR SALES LEADERS 

JOSEPH I. SCHNITZER, senior vice-president, in charge of distribution of 
F B O Pictures Corporation, is one of the most outstanding figures in the 
motion picture industry. He has been associated with motion pictures for 
the last 21 years, and is one of the few veterans of the infant industry. 



AFTER leaving school he became asso- 
■ ciated with the Pittsburgh Calcium 
Light and Film Company in 1907 as man- 
ager of its Des Moines branch. He re- 
mained in this organization just long 
enough to get a thorough knowledge of the 
motion picture business, and left, becoming 
branch manager of the Mullin Film Service 
in Minneapolis. Later he was promoted to 
the managership of the same company with 
headquarters in Syracuse, New York. 

In 1916 he became branch manager and 
later division manager of Universal Pic- 
tures Corporation, and netting splendid re- 
sults in two years, he was promoted to 
general salesmanager of the company. 

His work at Universal attracted the at- 
tention of some of the outstanding figures 



in the industry, with the result that in 1920 
he became president of Equity Pictures 
Corporation. 

In 1922, when Equity Pictures dissolved, 
he joined F B O as vice-president of the 
company, and when Joseph P. Kennedy pur- 
chased F B O in February 1926, he made J. 
I. Schnitzer senior vice-president, in charge 
of distribution. 

Mr. Schnitzer is married, and has one 
son and one daughter. He is a great 
sportsman and is a member of the Rancho 
Golf Club and the Ambassador Athletic 
Club of Los Angeles, as well as the Oak 
Ridge Golf Club and the Beach Point Club 
of New York. He is also a shriner of the 
Masonic Order. 




JOSEPH L SCHNITZER 

Paramount Now Operates 
18 Regional Editions of 
Newsreels, Says Cohen 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— Paramount at the 
present time has in operation 18 regional edi- 
tions of Paramount News, located at strategic 
points throughout the 
country, according to 
Emanuel Cohen, edi- 
tor of the Paramount 
News and director of 
the short feature de- 
partment. 

Nine of the re- 
gional editions being 
released are perma- 
nent and the remain- 
ing nine are occa- 
sional editions. The 
permanent editions 
are printed at Boston, 
Atlanta, Dallas, Cin- 
cinnati, Chicago, San 
Francisco, Los An- 
geles, Philadelphia and Detroit. The occa- 
sional editions are printed at New Orleans, 
Cleveland, Kansas City, St. Louis, Denver, 
Seattle, Minneapolis, Des Moines and Omaha. 
Each regional edition constitutes from 100 to 
200 feet of film. 




Emanuel Cohen 



Denies Marks-B & K 

Pact on Stage Talent 

No agreement exists between Marks Broth- 
ers and Balaban & Katz, Chicago circuits, for 
booking of the same stage acts through Max 
Turner, according to Max Hess, publicity 
director for Marks Brothers, who emphatic- 
ally denies the statement in last week's issue 
that, subject to certain priority rights in favor 
of B & K, such an agreement is in force. 



Thousands See Tom Mix 
and His Horse in Denver 

(Special to Exhibitors Herald and 
Moving Picture World) 

DENVER, April 10.— Thousands of chil- 
dren and grown-ups greeted Tom Mix and 
his pony, Tony, here recently when the star 
opened his vaudeville tour here. Fifty thou- 
sand people gathered to see him, it is esti- 
mated. After the vaudeville tour, he will go 
to South America to make pictures to be re- 
leased by F B O. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



Readers! Have You 
Any of These Copies? 

Readers! Have you any of the fol- 
lowing copies of Exhibitors Herald 
with which you are willing to part? 
The Library of Congress at Wash- 
ington, D. C., lacks these copies and 
seeks to complete its Gles. The cop- 
ies include all issues between Dec. 1, 

1925, and Jan. 2, 1926; and those for 
July 24, 1926; Oct. 2, 1926; Nov. 13, 

1926, and Nov. 26, 1927. 

Please address them to Exhibitors 
Herald and Moving Picture World, 
407 S. Dearborn street, Chicago. 



Exhibitors Chase 
Lenten Bogy with 
Outstanding Films 

(^Continued from page 15) 

Strand, a little better than usual at Des 
Moines, and the Capitol reports business on 
Good Friday was the best in twelve weeks. 

Jim Levine, manager at the Des Moines, 
turned his house over to the Associated 
Churches every noon during Holy Week from 
12 to 12 :S0. The house was well patronized 
at the shows following the religious sessions. 
The week preceding Holy Week was one of 
the best in months. 

"Business Thursday evening before Good 
Friday was excellent," said Levine. "There is 
less seasonable business than there once was, 
and the tendency is towards stabilization." 

Nate Frudenfelt, manager of the Capitol, 
believes that managers let tradition scare them 
into expecting poor business during Lent, and 
that they lie down on the job. 

"Consistent building of good programs 
keeps business going in spite of Lenten ob- 
servances," he said. "Perhaps people are tak- 
ing their amusements more as necessities these 
days. Of course many college students were 
home for the holidays. That may account for 
a few days, but it can't account for all." 

No special effort to exploit programs during 
Lent was made by Jesse Day at the Strand 
and business kept up to its average with no 
noticeable change. 

Pittsburgh Business Better 

(Special to Exhibitors Herald and 
Moving Picture World) 

PITTSBURGH, April 10.— Contrary to the 
fact that Good Friday is the slowest day dur- 
ing Lent, it was noticed that, on account of 
the banks and other institutions of this kind 
being closed, theatres did a little better busi- 
ness all over town on this particular day. 

New Orleans B. O. Gains 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW ORLEANS, April 10.— Lent had no 
apparent effect on theatrical business in this 
city, especially downtown. All picture houses 
reported business about as usual, and in fact, 
a shade better than the same period of last 
year. Some neighborhood theatres closed 
Good Friday, according to tradition, but 
opened Saturday night to excellent attendance. 
Downtown houses experienced excellent busi- 
ness on Good Friday, the day being a holiday. 
At one or two theatres, lines were formed as 
early as 8 o'clock. 

Ottawa Exploitation Helps 

(Special to Exhibitors Herald and 
Moving Picture World) 

OTTAWA, April 10.— The Regent and 
B. F. Keith's theatre got away to a splendid 
start in Easter week through special tieups 
on "Speedy" at the former and "Sporting 
Goods" at the latter. Otherwise, patronage 
was affected by the religious observances, at- 
tendance falling off after the first day or two. 



Percentage Plan OK if Basis Is 
Fair to Exhibitor, Says Bender 

Would Eliminate Price Haggling and Sharp Practices, Declares 

Oklahoman, But He Warns That Box Office Checker 

System Would Be Burdensome 

Percentage playing of pictures would be a solution of one of the biggest 
problems of the exhibitor provided the percentage arrangement is fair to the 
theatre owner, says A. R. Bender of the Melba and Mecca theatres at Cleve- 
land, Okla., in commenting on the letter of N. L. Royster, secretary-treasurer 
of the North Carolina exhibitors' association, published in the Herald-World 
issue of March 10. 

Calls Checker System a Burden 

Percentage showing would eliminate price haggling and the sharp practices 
of some salesmen, Bender writes, but he adds that "a system of percentages 
playing with box office checkers would be more burdensome and expensive 
than the present system of selling." 



Here is Bender's letter to the Herld-World, 
printed in full : 

"I have read Mr. Royster's letter on film 
rental and I heartily agree with him that 
most small towns are paying too high a per 
cent for film, not only on program pictures 
but also on specials. I believe that this is 
a situation that the small town showman 
should give much thought to. 

Urges Fair Percentage 

"Mr. Kent and Mr. Pettijohn have both 
advanced percentage playing as a panacea 
for the ills of the industry. I can see no 
reason why percentage playing would not 
be all right providing the percentage ar- 
rangement was fair to the exhibitor. How- 
ever, 40 or 50 per cent for rental is entirely 
too high for the small town theatre. As 
I see it, the per cent you can afford to pay 
for film rental depends altogether upon 
what the picture will gross in your house 
and the overhead expense of the theatre. 

"It is quite evident that the small town 
exhibitor has reached the height of his 
ability to pay film rental so it is up to the 
producers to give him relief or do away 
with him altogether. If the latter is to be 
done, let's do it in a hurry and not by a 
slow process of starvation. 

Sees Haggling Eliminated 
"At any rate, percentage playing would 
eliminate all of the haggling over price and 
also the sharp practices of some salesmen. 
However, it would be necessary to convince 
the distributors that the exhibitors are not 
all crooks and liars. A system of percent- 
age playing with box office checkers would 
be more burdensome and expensive than the 
present system of selling. 

"Percentage playing as practiced today is 
entirely out of the question. That includes 
'guarantee and split' arrangements. It is 
absurd and ridiculous for a salesman to tell 
an exhibitor what a wonderful picture he. 
the salesman, has and how much it will 
gross and with the ne.xt breath ask the 
exhibitor to guarantee the company 75 to 
100 dollars in rental with an agreement that 
if the picture should do more than twice 
that amount that the exhibitor will share on 



a 50-50 basis. In the first place, 50-50 play- 
ing is unfair to the exhibitors." A. R. 
Bender, The Melba and !Mecca theatres, 
Cleveland, Okla. 



Brockliss to Represent 

Tiffany-Stahl in Europe 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— J. Frank Brock- 
liss has been appointed European sales repre- 
sentative for Tiffany-Stahl, with headquar- 
ters in Paris. He has 
left for his new post. 

Brockliss has rep- 
resented the foremost 
American film com- 
panies in Great Brit- 
ain and the Conti- 
nent. He was 
instrumental in the 
making of "Queen 
Elizabeth," the fea- 
ture film that started 
the Famous Players 
Company. In 1922 
Brockliss established 
the AIetro-Gold\v>Ti- 
Mayer organization 
on the Continent and 

became managing director, which position he 
held for four years. 




J. Frank Broekllu 



Milligan Joins Associated 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 10.— James A. Milligan, 
until recently a member of the New York ad- 
vertising staff of Exhibitors Her.\ld .\nd 
Moving Picture World has been appointed 
Eastern representative and advertising man- 
ager of Associated Publications, Inc., in New 
York. 



Alice White Betrothed 

(Special to Exhibitors Hcaid ar.j 
Movino Picture World) 

HOLLYWOOD. April 10.— Alice White. 
First National player, has announced her en- 
gagement to Lieutenant Richard Grace. 



Confession Brings Arrest of Six 

In Hammond, Ind., Theatre Bombing 

(Special to Exhibitors Herald and Mi.^ving Picture World) 

HAMMOND. IND.. April 10.— William Kleihege. of the million dollar State 
theatre here, which was virtually destroyed by a bomb last November, was jailed 
last week, charged with having engineered the bombing. 

Kleihege's arrest followed a confession by Joseph Millions, employed by bim 
as operator, that Kleihege paid him $2,000 to arrange for the bombing. Four 
others, named in the confession, are under arrest beside Kleihege and Millions. 
Kleihege, charging a "frameup," will plead not guilty. 



26 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



m 



Y^ 



THE STUDIO 



Incorporated in this department of Exhibitors Herald is the Moving Picture World department, 

''Hollywood:' 



Prevost Signs for Underworld 
Role in Caddo^s ^^Rackef^ 

Ben Lyon Bought from First National by Hughes — Gump Fan Flays 

Films — Richard W^allace Wants Freedom — Emil Likes Lothar 

By DOUGLAS HODGES 

HOLLYWOOD, April 10. — Marie Prevost this week signed a contract 
with Caddo Productions and will appear as the only woman in the big 
crime picture, "The Racket," an independently made film for Para- 
mount release. Tommy Meighan is the male star. It is her first departure 
from the DeMille lot where she lately — sensationally — stepped into a new kind 
of role in "The Godless Girl," and, according to an opinion of an official on 
the lot, stole the picture. 



UP to January 1 Marie has been known al- 
most entirely as an actress of farce 
dramas. She determined to break away. Dra- 
matic roles or nothing ! She clicked. 

Lewis Milestone has begun the direction of 
the picture. 

Howard Hughes, head of Caddo, announced 
this week that he has added another big name 
to the list of Caddo stars. He has taken over 
Ben Lyon's contract with First National, fol- 
lowing negotiations with Watterson Rothacker. 
Lyon's excellent work in "Hell's Angels," avi- 
ation picture in which he co-starred with 

James Hall, led to the Caddo contract. 

* * * 

Motion pictures came in for their share 
of bluenosing at the tongue of Dr. J. Lewis 
Gillies, pastor in Riverside, last week. 
His village is a neighbor of Los Angeles. 
His central objection had to do with films 
showing alcoholic drinks in comedies. 

In his sermon he also said, "About the 
first thing I do in the morning is to pick 
up the Times and see what happened to 
Ajidy Gump and Ella Cinders." 

* * * 

If I understand Dave Epstein correctly one 
of my friends and his publicity client is asking 
for a written release from his employers, 
Asher, Small and Rogers. The client is Rich- 



ard Wallace who has without doubt an envi- 
able string of box office pictures to his credit. 
"McFaddens Flats" and "Syncopatin' Sue" 
may be at the head of the list. 
* ^ ♦ 

Emil likes Lothar. He likes him so well 
that when Mr. Mendez completes directing 
"The Street of Sin" he will have him on his 
next picture. 

What other "Emil" is there? 
^ * * 

And before closing, I'll pass on the title of 
Clara Bow's next picture because it's a "nat- 
ural." Paramount says it will be "The Fleet's 
In!" 



Belle Bennett to Play 

in "Lummox** for U.A, 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, Aoril 10.— Belle Bennett, 
who has a featured role in "The Battle of the 
Sexes," which D. W. Griffith is; directing for 
United Artists, will remain on the United 
Artists lot to do "Lummox." This story was 
to have been made by Tiffany-Stahl with Miss 
Bennett in the starring role, but has been ac- 
quired by United Artists. 




CHAS. G. CLARKE— A. S. C. 

PHOTOGRAPHER 

"THE RACING ROMEO" — F B O 

"GOING CROOKED" — FOX — "UPSTREAM' 

"FOUR SONS" — FOX 

"HANGMAN'S HOUSE" 

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The Studio 
Preview 



"Honor Bound" 

1"*HERE are many signs of intelligent, 
careful direction in "Honor Bound" and 
there are moments in the Fox picture that 
last indelibly in my memory. It is be- 
yond doubt the greatest picture Alfred E. 
Green has made for many, many months 
He has made several great pieces of enter- 
tainment in that time too. 

In "Honor Bound" he has settled himself 
into a potent yarn about two people in very 
normal circumstances who, through very 
little exertion, become entwined in the legal 
penalties of society. They become so en- 
twined that so-called circumstantial evi- 
dence places a clean looking young man 
behind grey walls on a manslaughter 
charge. 

George O'Brien is excellently cast as the 
young man who quietly permits the state 
to presume his guilt. Estelle Taylor is the 
fiery young woman, loving George, who an- 
tecedes her husband to George's apart- 
ments. The gun is drawn in the apartments 
and in the scuffle it explodes killing the 
righteously indignant husband. 

A number of those incidents are gotten 
out of the way in order for the picture_ to 
proceed. O'Brien's role and his good acting 
win audience sympathy at once so that the 
dramatic difficulties surrounding him later 
in the film become tremendous highlights. 

Most of the drama centers in and about 
the gaunt prison structure, realistically 
presented. The drabness is impressive and 
is given relief with the presence of Miss 
Taylor and Leila Hymans throughout the 
prison sequences. It is the first occasion I 
have ever known where heavy drama is 
perfectly relieved by pulchritude rather 
than comedy. But, at that, there are de- 
lightful touches of comedy in the picture. 

Estelle Taylor can act; and does. She is 
to my mind one of the cleverest and most 
thorough actresses on the screen. She has 
no more self consciousness than a child of 
eight. But her work is finished and, in this 
picture, superb. 

Al Green's genius again comes into evi- 
dence with his direction. He is of the best 
directorial material in the production field 
at the present time and, given the slightest 
premise with which to build a story, turns 
out box office hits. All told "Honor 
Bound" is a strong story, excellently acted 
and made with a sure eye to the box office. 
* * * 

"Uncle Tom's Cabin" 

The present generation probably knows 
so little about "Uncle Tom's Cabin" that 
the story will be new to them when Uni- 
versal releases its big slave epic, directed by 
Harry Pollard at the expense of $2,000,000. 

After an opening of the picture the gen- 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



27 



Bans Cigarettes for 
His Film Youths 

HOLLYWOOD, April 10. — Mel- 
ville Brown, who is directing "Cream 
of the Earth" for Universal, is the 
most unconventional director in the 
industry. He will not 61m a young 
man smoking a cigarette and his pic- 
tures always have a father instead of 
a mother. In "Cream of the Earth," 
his hero's ethics are much more de- 
fined than the heroine's. 



eral opinion was that it is a good show, and 
one that deserves a big reception in any 
community. 

The most remarkable of many interesting 
phases of the production is the excellent 
cutting that has been done. The result- 
ing film is without a superfluous foot or gag. 
Many fine incidents have been removed but 
the shortness of the picture and its effec- 
tiveness have profited by it. 

Mona Ray appealed to me as the greatest 
performer in the picture. She is Topsy, as 
we want to see her. I hope she follows it 
up with other comedy roles. 

Marguerita Fisher is Eliza and does her 
work exceedingly well. 

Carl Laemmle was a guest at the pre- 
miere at the Criterion theatre. He was 
asked to take a bow during the intermis- 
sion. When he arose from his seat the 
house thundered its approval of him and his 
work and the applause lasted until long 
after he had sat down. 

—HODGES 



$5,500,000 Being 
Spent in Building 
Studios on Coast 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— Five and one- 
half million dollars are being expended in 
studio construction and equipment according 
to figures compiled and made known today 
by realty enterprises. Companies involved are 
Fox Movietone, Christie, Metro-Goldwyn- 
Mayer, Tec Art and Sennett. 



Flagg, Artist, to Title 

Dove-Korda Production 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— BiUie Dove's 
current starring vehicle for First National, 
"The Yellow Lily," being directed by Alexan- 
der Korda, is to be titled by James Montgom- 
ery Flagg, noted artist. 

Tom Tyler Selects Girl 

for Next F BO Picture 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— Ethlync Clair 
has been assigned the feminine lead in Tom 
Tyler's next picture for F B O, entitled "The 
Battling Buckaroo," which Robert DeLacy is 
directing. 



Studios Resume Normal Pace as 
$700,000 Worth of Films Start 

$120,000,000 Will Be Spent in Hollywood This Year; Griffith, 

Lloyd and Michael Curtiz Start Shooting; Bebe Daniels, 

Gibson and Jackie Logan in Newly Done Pieces 

(Special to Exhibitors Herald and Moving Picture World) 

HOLLYWOOD, April 10. — Fourteen pictures went into production last 
week. In their launching an expenditure of more than $700,000 is represented. 
Forty pictures are under way in the biggest studios on the Coast and the in- 
dustry in that regard has returned to normal. 

Those welcome words have eluded the entire industry more than four 
months during which time Hollywood, Culver City, Beverly Hills and many 
suburbs of Los Angeles have showed signs of inactivity. 

$475,000 Being Spent Weekly 

Close to $475,000 is being spent weekly on production, according to figures 
compiled from careful studio estimates today. The budgets for the entire sea- 
son allow an expenditure of approximately $120,000,000. 



Hollywood's normal weekly expenditure 
will be something- over a half million. 

There is little doubt but that this half 
million dollars thrown suddenly into gen- 
eral weekly circulation will loosen monetary 
conditions locally. With the motion pic- 
ture in the front rank of industries in gen- 
eral it is easily possible that an effect will 
soon be felt throughout the country. 

There is reason for added optimism due 
to the fact that this greater number of pic- 
tures is being produced while several studios 
are yet dark. 

Jacqueline Logan in "The Cop" 

Among six pictures of particular note 
finished last week was De Mille's "The 
Cop." It stars Jacqueline Logan and Wil- 
liam Boyd who worked under the direction 
of Donald Crisp. It marked Miss Logan's 
return to the De Mille lot following a siege 
of "farming out" which took her to F B O 
and Columbia for several pictures. 

Bebe Daniels' latest film, "The Fifty Fifty 
Girl," which Clarence Badger directed, has 
been completed. James Hall did the gen- 
tlemanly things in the picture in a histrionic 
way and has returned to the Caddo lot to 
finish his contract there. The Daniels' film, 
of course, is a Paramount feature. 

Hoot Is in "Trouble" 

Another friend of exhibitors finished 
work last week. Hoot Gibson. His latest 
is "Doubling for Trouble." Henry McRae 
directed it, and they say, did so well. 

James Tinling's latest picture has been 
completed after several weeks of hard work. 
Lois Moran is his star this time in a picture 
called "Don't Marry," for Fox Film Corpo- 
ration. 

Rin-Tin-Tin has made another drama for 
Warner Brothers called "Land of the Silver 
Fox." Ray En right directed it. 

Edgar Lewis' picture for Tiffany-Etahl 
has been completed. In it are Eve Southern 
and Malcolm McGregor. 

D. W. Griffith's name would have Iieaded 
this series but for the fact that while he is 
Tuaking his picture much will be said about 



AL MARTIN 

free-lance title writer. Address, Hollywood 
Plaza Hotel. On Vine Street. Still Going 
Strong. 



him, and it. He began work on "The Bat- 
tle of the Sexes" April 6 with Belle Ben- 
nett in the leading feminine role. Jean 
Hersholt is the leading male star and the 
two flapper charmers are Phyllis Haver and 
Sally O'Neil. 

It is a big United Artists feature that has 
all the earmarks of real "Griffith picture." 
Director, cast and idea lead to that con- 
clusion. 

Director Curtiz Starts "Noah's Ark" 

Another film piece of assured importance 
is "Noah's Ark," which Michael Curtiz be- 
gan April 4 for Warner Brothers. He 
started with zoological shots the week be- 
fore at San Diego, Cal., but the cast of 
humans went to work on the day men- 
tioned. 

Curtiz has obtained a high class of talent 
for the production, with George O'Brien 
heading the list. Dolores Costello has the 
role opposite George, and the other im- 
portant "human" roles are filled by Noah 
Beerv and Louise Fazenda. 




It's Contract Time at 

Paramount — 4 Get 'Em 

(Special to Exhibitors Herald and 
Moving Picture World) 

LOS ANGELES, April 10.— This is con- 
tract season at the Paramount studio. It must 
be, for new agreements have just been signed 
with Paramount by Victor Fleming, director, 
who recently completed filming ".\bie's Irish 
Rose"; Adolphe Menjou, Richard Dix, and 
J. J. Gain, executive manager of the studio. 





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28 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



t r 




JACQUELINE LOGAN appears in 
J tke leading leminine role oi ' THE 
COP" for Patke-DeMille. It is her 
latest tig role. Slie is also featured 

in Columbia's "BROADWAY DAD- 
DIES/' 



A^ARIA CORDA returns to Amer- 
ica this month to appear in the 
starring role of another film of the 
magnitude of "The Private Life of 
Helen of Troy. " Her most recent work 
is "TESHA" for British National. 



Goldwyn Returning Home 
to New U. A, Quarters 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— When Vilma 
Banky and Ronald Colman arrived in Los 
Angeles Saturday they found their working 
quarters moved from the De Mille Studios in 
Culver City to the United Artists Studios in 
Hollywood. La Rocque also returned to 
Hollywood Saturday. 

Samuel Goldwyn and Mrs. Goldwyn ar- 
rived in New York on the same day. He will 
also take up his new offices at the United 
Artists lot. 



Irene Rich Returns to 

Warners After Vacation 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— After a three 
months' vacation, Irene Rich is back on the 
Warner lot to play the star role in "Handle 
With Care," an original story by Anthony 
Coldeway. 



Fox Reissues "Evangeline" 

NEW YORK, April 10.— Fox Film Corpor- 
ation is reissuing "Evangeline," the screen ver- 
sion of Longfellow's love poem, to schools, 
colleges, churches and other non-theatrical in- 
stitutions. 



ELIZABETH 
PICKETT 

Fox Varieties 
Originals 

"WOLF FANGS" 

"FLEET wrrvG" 



Belle Bennett Film on 9 
Day Run at Million Dollar 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— "The Sporting 
Age," a Columbia picture starring Belle Ben- 
nett, will have a nine-day run at the Million 
Dollar theatre. This is the first independent 
picture to be booked at the Million Dollar 
since it adopted its policy of a run house over 
a year ago. Bennett's drawing power puts 
this picture in the same class as pictures of the 
first line companies, according to Charles 
Kurtzman of the Million Dollar theatre. 



Livingston Cast for Role 
'The Bellamy Trial 



in 



tc 



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(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— Margaret Liv- 
ingston has been signed by Metro-Goldwyn- 
Mayer to play one of the leading feminine 
roles in "The Bellamy Trial" which features 
Leatrice Joy. 



» 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



29 



Exhibitors Herald and Moving Picture World 

Production Directory 

[Number immediately following title denotes production number] 



STORY 



DIRECTOR 



CHIEF BRAND 

PLAYERS NAME 



STARTING 
DATE 



California Studio 



NO PRODUCTION THIS MONTH 



Columbia Studio 



"San Francisco" Geo. B. Seitz Lois Wilson 

Edmund Burns 



April 3 



DeMille Studio 



NO PRODUCTION 



F B Studio 



"The Perfect 
Crime" 
"The Battling 

Bockaroo" 
"The Beantifal 

BuUet" 
"Senor Lochin- 
var" 



Bert Glennon 
Robt. Delacy 
Ralph Ince 



Robt. Bradbury Bob Steele 



Irene Rich 
Clive Brook 
Tom Tyler 
Ethlyn Claire 
Warner Baxter 



March 26 
April 2 
April 5 

April 7 



First National Studio 



Untitled 
•The Hawk's 

Neat" 
"The Whip" 



Harry I^angdon Harry Langdon 
Benj. ChristensonMilton Sills 
Doris Eenyon 



Charles Brabin 



"Heart to Heart" Wm. Seiter 



"Tite Boss of 
LltUe Arcady" 

"The Butter 

and Egg Man" 
"The Divine 



Eddie Cline 



Richard Wallace 
Frank Lloyd 



Dorothy Mackaill 
Lowell Sherman 
Ralph Forbes 
Colleen Moore 
Edmund Lowe 
Charlie Murray 
Donald Reed 
Doris Dawson 
Jack Mulhall 
Greta Nissen 
Corrine Griffith 
Victor Varconi 



Mar. 6 
March 5 

March 19 

March 19 
March 27 

March 31 
April 2 



Fox Studio 



"The Poor 
Derils" (2) 



"Mr. Romeo" 
Untitled 



"None but the 
Brave" 



"WUd West 
Romance" 

"Plastered in 
Paris" 



P. W. Murnau 

Henry Lehrman 
Howard Hawks 

Richard Rosson 

R. Lee Hough 
Benney StolofT 



Janet Gaynor 
Chas. Morton 
Nancy Drexel 
Barry Norton 
Frances Lee 
Nancy Carroll 
Geo. Meeker 
David Rollins 
Sue Carol 
Arthur Lake 

Marie Casajuana 
Warren Burke 
Lionel 

Barrymore 
Rex Bell 
Lillian Gilmore 
Neal Ncely 
Sammy Cohn 
Jack Pennick 
Hugh Allen 
Marcel BatellinI 



Jan. 3 

Mar. 13 
March 17 

April 3 

April 2 
March 12 



Gotham Studio 



'Hell Ship 
Bronson" 



Joseph 

Hennabery 



Noah Beery 
Mrs. Wallace 

Reid 
Helen Foster 
Reed Howes 



March 26 



Metropolitan Studio 



*nSleU's Anffels" 
"The Racket" 



Luther Reed 



Lewis Milestone 



Ben Lyon 
Greta Nissen 
James Hall 
Thos. Metghan 
Louis Wolheim 



Nov. 7 
March 31 



STORY 



DIRECTOR 



CHIEF 
PLAYERS 



BRAND 

NAME 



STARTING 
DATE 



Metro-Goldwyn-Mayer Studio 



"Breaking Into 

the Movies" 
"The Dead Line" 

"Our Dancing 
Daughters" 



'Baby Cyclone" 

'The Bellamy 
Trial" 



King Vidor 



Marion Davies 



Ralph Lederman Lawrence Gray 

Louise Lorraine 
Harry Beaumont Joan Crawford 
Johnny Mack 

Brown 
Dorothy Sebastian 
Huntley Gordon 
Eddie Lew Cody 

Sutherland Aileen Pringle 

Monta Bell Leatrice Joy 

Margaret 

Livingston 
Kenneth Thomson 



Mar. 5 
March 12 
March 10 

April 8 
April 8 



Paramount-Famous-Lasky Corporation 



"The Drag Net" 


Josef Von Stern- 
berg 


Geo. Bancroft 
Evelyn Brent 


Paramount 


Mar. 


6 


"The MagniBcent 
Flirt" 


H. D'Abbadie 
D'Arrast 


Florence Vidor 
Albert Conti 


Paramount 


Mar. 


6 


Untitled 


F. Richard Jones Wallace Beery 

Raymond Hatton 
Mary Brian 
Gardner James 
Lane Chandler 


Paramount 


Mar. 


5 


"Warming Up" 


Fred Newmeye 


Richard Dix 
Jean Arthur 
Roscoe Karns 


Paramount 


March 


S 


"Half a Bride" 


Gregoi-y LaCava 


Esther Ralston 
Gary Cooper 


Paramount 


March 


14 


"The Vanishing 
Pioneer" 


John Waters 


Jack Holt 
Sally Blaine 


Paramount 


April 


3 



Tiffany-Stahl Studio 



"Prowlers of 
the Sea" 

"Green Grass 
Widows 



John J. Adolfi 
Al Robach 



Ricardo Cortez 
Carmel Myers 
Walter Hagen 
Gertrude 

Olm stead 
Johnny Haron 



April 2 
April 3 



United Artists Studios 



'The Woman Henry King Norma Talmade 

Disputed" Gilbert Roland 

"The Battle of D. W. Griffith Jean Hersholt 
the Sexes" Belle Bennett 

Sally O'Neil 
Phyllis Haver 



March 21 
April 6 



Universal Studios 



NO PRODUCTION 



Warner Brothers 



"Stnfc Street 
S.idic" 

"No Qucstioni 
Asked" 



•Nonh's Ark" 



.■\rchle Mayo 



Roy Del Ruth 



Michael Curtli 



Conrad Nasel 
Mvrn.'i Lov 
Wm. Russell 
Wm. Collier, Jr. 
Audrey Ferris 
.\ndro Bcranspar 
Mnrsnret 

LIvlnctston 
Geo. O'BHen 
Dolores Co-itello 
Loui«a Fazrnda 
Noah B««rr 



March 2> 
March 21 

April 4 



30 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



AprU 14, 1928 



Y^ 



THE SHORT FEATURE 



Incorporated in this department of Exhibitors Herald is the Moving Picture World department, 
"Little Pictures with the Big Punch," which has presented news, reviews and exploitation on 

short features and serials. 



Telephoto Will Be Practicable 

For News Reels^ Say Officials 

New Transmission System Will Give Certain and Speedy Delivery at a Cost 

Cheaper Than Chartering a Plane, Executives Say — Agree 

Instrument Must Be Perfected 

Telephotographic transmission of special news reel shots ultimately w^ill be 
commercially practicable, said most of the news reel officials interviewed fol- 
lowing the test made last Wednesday by engineers of the A. T. & T. and 
Bell Telephone Laboratories in a tieup with United Artists. Details of the 
test are printed in this issue on the first news page and on the Broadway page. 

Certainty, Speed, Economy Cited 

Certainty and speed of delivery and actual economy in dollars and cents 
were three reasons advanced for great future possibilities in this method of dis- 
tribution of outstanding spot news shots. At the same time it was agreed 
that there must be considerable improvement as far as actual results on the 
screen are concerned, before the invention can be used. Furthermore, means 
must be found for overcoming the loss of frames in splicing at the receiving 
end, to avoid jumpy and blurry effects. 

Ray Hall, editor of Pathe News, however, 
is one who believes that "the application of 
the method to news reels is still very far off, 
if indeed it ever will be practicable." He 
declared that in the experiments he has; been 
conducting since July, 1927, Pathe's experts 
"have discovered that the transmission of 
ordinary negative without enlargement is im- 
possible under present methods because the 
light beam is too wide to permit reproduction 
of detail. Closeups are rarely of use in a 
news reel because they do not tell the story." 
Certainty of delivery was emphasized as one 
big factor in favor of the new process when 
perfected. While airmail delivery is 95 per 
cent certain, the commercial planes are not 
reliable as yet for news reel purposes, one 
news reel man declared. Storms and me- 
chanical troubles have their effect on plane 
deliveries. 

Splits Plane Time in Half 
Speed of delivery was cited as an even more 
important advantage of telephoto transmis- 
sion. Though 10-hour service between Chi- 
cago and New York is now available by plane, 
telephoto split that time in half in the experi- 
ment. Furthermore, that is only between these 
two cities, whereas telephoto equipment al- 
ready has been installed between eight cities 
and the master negatives can be received in 

the eight cities simultaneously and as many 

prints made as desired for the territory. 
A foot and a half of film is transmitted in 

seven minutes, this in the form of three strips 

of eight frames each pasted side by side and 

sent as one 5x7 still. Thus the actual trans- 
mission of the film of 10 feet in the Vilma 

Eanky and United Artists test took about one 

hour. No previous form of delivery of film 

could approach that mark. Add to that the 

fact of delivery in eight cities at the same 

time and the potentialities are obvious. The 

entire operation of the Chicago-New York 

test, from the actual original photographing 



of Miss Banky to the appearance of the film 
on the screen of the Embassy theatre was 
about five hours. 

Cheaper Than Chartered Plane 

In cost, too, news reel men pointed out, the 
telephoto process is cheaper, figured in terms 
of the chartering of planes under the plan 
now in use in the caes of specials where 
maximum speed of delivery is sought. 

Chartering a plane averages 50 cents a mile 
for a day flight, but the cost is really double 
that because the news reel company must also 
pay the same rate for return of the plane to 
its home station. Night flight costs $1 a mile, 
with an additional charge of 50 cents a mile 
for the return trip. A night flight to New 
York from Chicago costs approximately 
$1,500, including an added premium for cross- 
ing the mountains. 

Sent to 8 Cities at One Time 

Suppose 60 feet of an outstanding subject, 
such as the nominee of a national political 
convention, were to be sent by telephotograph. 
The cost is $50 a foot. A 60-foot story would 
cost $3,000, which at first thought would seem 
double the cost of the air rate just quoted. 
But this $3,000 would include transmission to 
eight cities, covering each important territory 
of the United States, whereas the $1,500 figure 
is for airplane delivery to Broadwa" alone. 

Government planes can be chartered at a 
less expensive rate than commercial aircraft, 
at a specified rate for a minimum cargo, but 
the news reel company must show the cargo 
is important enough to merit the use of a spe- 
cial plane, and the arrangement must be made 
separately for each occasion for which it is 
desired. The regular air mail rate, of course, 
is 10 cents a half ounce, or $7 to $13 for a 
200 to 300-foot story in film. 

"My belief is that the telephoto medium of 
sending outstanding news reel shots will be 
the accepted method in a short while," said 



Short Feature 
Releases 



WEEK OF APRIL 22 

EDUCATIONAL— "Blazing Away," Hamilton, two; 
"Hints on Hunting — A Day by the Sea," Outdoor 
Sketches, one; "Off Balance," Cameo, Monty Col- 
lins, one. 

FOX— "T Bone for Two," Van Bibber, two. 

M-G-M — "Primitive Housekeeping," Oddities; "You're 
Darn Tootin'," Stars. 

PARAMOUNT— "Bugs My Dear," Vernon, two; "A 
Bum Steer," Krazy Kat, one. 

PATHE— "Mark of the Frog," No. 5, two; "The 
Flying Age," Aesop, two-thirds; Pathe Review, 
No. 17, one; Topics of the Day, No. 17, one- 
third. 

UNIVERSAL — "One Every Minute," Snappy, one; 
"The Haunted Island," No. 5, Adventure, two; 
"When George Hops," Let George Do It, Stern 
Bros., two; "Hidden Money," Western, two. 

WEEK OF APRIL 29 

EDUCATIONAL— "Felix the Cat in Eskimotive," 
one; "All Bear," Curiosities, one; "Slippery Head," 
Tuxedo, Johnny Arthur, two. 

F BO— "After the Squall Is Over," two; "Newslaff 
No. 18," one. 

FOX — "Spanish Influence," Varieties, one. 

M-G-M — "Should Women Drive?," Davidson. 

PARAMOUNT— "Goofy Ghosts," Adams, two; 
"Koko's Haunted House," Inkwell Imps, one. 

PATHE— "Mark of the Frog," No. 6, two; "Barn- 
yard Artists," Aesop, two-thirds; "Matching Wits," 
Sportlight, one; Topics of the Day, No. 18, one- 
third; Pathe Review, No. 18, one. 

UNIVERSAI^-"Ozzie of the Mounted," Snappy, 
one; "The Haunted Island," No. 6, Adventure, 
two; "A Big Bluil," Keeping Up with the Joneses, 
Stern Bros., two; "The Code of the Mounted," 
Western, two. 

WEEK OF MAY 6 

EDUCATIONAL— "Fandango," Lupino Lane, two; 
"Never Too Late," Cameo, one; "The Wandering 
Toy," Hodge-Podge, one. 

F B O — "Mickey's Wild West," Mickey McGuire, two. 

M-G-M — "Sanctuary," Oddities; "Fair and Muddy," 
Our Gang, Hal Roach. 

PATHE— "Mark of the Frog," No. 7, two; "A Jungle 
Triangle," Aesop, two-thirds; Pathe Review, No. 
19, one-third; "Topics of the Day, No. 19, one- 
third; Rarebits, two-thirds. 

PARAMOUNT — "Cruising the Arctic," Novelty, two; 
"Gold Bricks," Krazy Kat, one. 

UNIVERSAL — "Money! Money! Money!" Snappy, 
one; "Newlyweds' Imagination," Newlyweds, two; 
"The Haunted Island," No. 7, two; "Sailor George," 
Let George Do It, Stern Bros., two; "The Un- 
tamed," Western, two. 



Don B. Alfort of the Chicago office of Inter- 
national Newsreel. 

C. T. Chapman of Paramount News stated 
it was his personal opinion that the device 
eventually will be practicable "both because of 
certainty of delivery and because it will be 
cheaper than hiring special planes." Chap- 
man emphasized the handicap of the loss of 
continuity due to splicing, however. 

"The principle is wonderful but the inven- 
tion is not sufficiently developed at present to 
be practicable," O. P. Lippert of Fox News 
gave as his personal impression. "When you 
get something on the screen, interest is lost 
if it is not in focus. Until the pictures are 
sharp and in proper focus when received, this 
transmission method will not be practicable. 
Furthermore, it is quite expensive. — E. A. R. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



31 




Incorporated in this department of Exhibitors Herald is the Moving Picture World Department, 

"Stage and Pit." 

Paul Ash Going Into Paramount Tlieatre 



STAGE SHOWS 

Chicago Avalon 

Week Ending April 8 

This week's stage presentation was called "Eaeter 
Greetings" and featured Roy Detrich and his band. 
Due to the showing of 1*ie "Jazz Singer" the stage 
show was short but very entertaining. It ran as 
follows: 

Opening: In front of scrim drop as the band 
played a medley of popular tunes while the ballet 
danced a neat routine as the banjo-player offered a 
vocal chorus. 

At this point Roy Detrich made his entrance in an 
evening dinner suit and announced a special ar- 
rangement of "Together" which the band played in' 
a splendid manner. We must say that Detrich has 
acquired one of the most pleasing personalities pos- 
sessed by any band leader and through being natural 
and neat in his work has created a very loyal fol- 
lowing. 

A trio formed from the band, later sang a vocal 
selection of the above number, which was highly re- 
ceived. 

Gypsy Lenorc came on next with a musical comedy 
dance routine stepping to the tune of "Gharmaine." 
She was accorded a fairly good reception for this 
number. 

Andy Rizzo the accordion player of this band was 
announced next and he offered an arrangement of 
"Beautiful." This fellow is very popular here through 
his comedy antics and carried on a hide and seek 
comedy bit with Detrich that secured considerable 
laughs. In fact he stopped the show and was com- 
pelled to play another tune in front of the ballet. 

Another commentable thing about Detrich is that . 
he never tries to hog the show nor take center stage 
when' there is no call for it, although at this time the 
ballet and Rizzo partly covered him and it is our 
suggestion that he hereafter be given a distinct 
spot. 

Gypsy Lenore came on again in an acrobatic rou- 
tine that put her over big. This young lady has done 
considerable cafe work in town and with a little more 
polishing on her routines would be a good bet for 
picture houses. 

The laugh hit of the bill was next in the way of El 
Gate, xylophone player who offered a series of popu- 
lar and old time tnnee all in a comedy vein. A 
girl assisted him who served more or less as a 
filler and in reality could have been left out of 
the act entirely. The changing of several colored 
wigs by El Cato and his odd way of playing the 
Xylophone brought a thunder of applause upon the 
completion of his routine. Ab an encore he really 
played the Xylophone like an ai-tist should, by playing 
"Chopin's Valse." 

Roy Detrich next directed his band through an ar- 
rangement of "There Must Be a Silver Lining" to 
which the ballet gave a neat toe routine. For a 
second chorus Roy sang the tune in his pleasing style 
repeating another chorus towards the finale as the 
curtain came down. 



San Francisco Granada 

Week Ending April 5 

"Russian Revels" is the title of the stage ofToring 

at the Granada this week and liv<Hl up to itn name in 

quite a spectacular manner. The net was Muscovite 

from start to finish and showed the Chnuvo Souris 

{Continued on page 32) 



Aristocratic Steppers 




LARRY VALE AND WALLY STEWART, now fea- 
tured in "Dancing Feet," a Publix unit, are two of 
the most perfect dancers on the Presentation stage — 
on the strength of their large following and having 
created a huge success in picture houses for the last 
three years, they will be featured in the new "Music 
Box Revue" being produced this year by Shuberts — 
Broadway owes a lot to presentation inasmuch as 
most of its talent are recruits from picture theatres. 



Publix Signs R. H. 
Burnside as Producer 

R. H. Burnside, celebrated stage producer and di- 
rector of many Broadway musical shows, has been 
signed to produce for Publix. This announcement 
was made by Sam Katz, President of Publix who 
states that Burnside will stage Publix Units in alter- 
nation with John Murray Anderson and Frank Cam- 
bria. Jack Partington vrill supervise the productions 
under the direction of James M. Cowan, director-in- 
chief of Publix productions. 



Rumors of Remick^s 
Shutdown Untrue 

■Word has been received from the ofTice.s of Jerome 
H. Remick & Company, widely known music pub- 
lishers, that rumors heard in and about Chicago to 
the effect that their Chicago office will soon close 
is untrue. 

Harry Worthmnn. in charge of the Chicago office 
and associated with the company for nearly 25 ycnr«. 
resigned last week due to 111 health and hUi ploco 
has been taken by Ward Perry. 

Due to the conditions in the music buslncjw now. 
several publlshciti are curtailing expenses and In the 
in-occes of this retrenchment, one or two of the ixipu- 
lar publishers may shut down some of their branch 
i>fnce3. However, Remick has no Intention of i-l(»ing 
any of thoir branch offices as they report that their 
song catalogtio Is one of the best pos'X'tvu'tl by any 
tirm In the businoss. 



Originator of 
The Bandshow 
Breaks Record 

Chicago Engagement Closes After 

Three Successful Years at 

Balaban & Katz Theatres 

By A. RAYMOND GALLO 

At a recent conference held in Chi- 
cago with the Balaban and Katz ex- 
ecutives and Sam Katz, the head of 
Publix Theatres, it was decided that 
the sudden business decline at the 
Oriental theatre, Chicago, was due to 
the fact that Paul Ash, their "ace" 
band leader, is losing his grip on the 
public on account of his unusually 
long engagement at their theatre. 

About a year ago we predicted through 
this department that the Paul Ash "bubble" 
was thinning down at the Oriental and 
thought it at that time advisable to move 
him somewhere else. Naturally Ash being 
the originator of the bandshow type of 
presentation, the only logical place to 
transfer him to would be at their Para- 
mont theatre, New York. It seems that 
after a year of manipulation and experi- 
menting Publix have really taken our sug- 
gestion to heart and will exercise it about 
May 5, when Paul Ash will be transferred 
to the Paramount theatre, New York. 

Last November, Paul Ash took a six 
weeks' vacation to Europe which served a 
double purpose. One to give the band 
leader a long needed rest and the other to 
enable the theatre executives to find out 
whether or not the absence of Paul .\sh 
would show a decline at the box office. 
From approximate figures and reports it 
was evident that the receipts were at least 
as much during his absence if not any more, 
which proved .Xsh had been in Chicago long 
enough and that the picture house audi- 
ence wanted a change, 

Mark Fisher Logical Bet 

Nearly a year ago Ash took a similar 
vacation, but was gone only three weeks, 
which was spent in Florida. At this tiiuo 
.\1 Kvalc, now a full-fledged band leader at 
the Norshorc theatre, Chicago, and at that 
time a member of his band, took his place 
and held the business. During his Euro- 
pean tour Mark Fisher, probably the next 
most popular band leader in Chicago, re- 
placed hint at tlic Oriental, and from all 



32 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



reports it seems that he held the business 
also. This all goes to prove that regard- 
less of how much money they spend on 
stageshows when the public tires of a cer- 
tain face they demand a change if for no 
other reason than just so to see somebody 
else. 

Never in the history of show business 
has a man created as much interest and 
popularity as Paul Ash when he opened at 
McVickers theatre, Chicago, more than 
three years ago. Since then he has added 
upon his popularity from week to week by 
being responsible for the bandshow policy 
now installed in over 200 deluxe motion 
picture theatres all over the country. To 
our estimation Ash is a phenomenon to 
have been able to stay in one town more 
than three years and still be the central 
attraction that has made him a prominent 
figure in the show world. 

"Paul Ash Policy" Made Ash 

Besides being the best known man in 
Chicago and the talk of the West, Ash has 
accumulated considerable wealth in the 
last three years, and some reports have it 
that his gross income exceeds even that of 
Paul Whiteman. This is possible when one 
considers the royalties he receives on songs, 
for making records and for dance hall ap- 
pearances and his percentage in addition to 
his guarantee at the theatre. 

Although no definite arrangement has 
been made as yet as to who will follow 
Paul Ash at the Oriental, there is some 
talk about bringing Brook Johns into his 
place. It may also be possible that Mark 
Fisher, who created a great hit at this house 
for six weeks, may be given his place. How- 
ever, nothing is definite yet, but the circuit 
plans on opening Paul Ash at the Para- 
mont the week of May 12. 

It is needless to say that the opening day 
will be the biggest event on Broadway ever 
staged in a long while, when one takes in 
consideration that all members of the the- 
atrical profession, such as the music pub- 
lishers, recording executives, stars of vari- 



ous attractions, and other important people 
will be on hand to give Ash the greatest 
send-off and tribute ever paid to any one 
artist in the show world. With this sort 
of co-operation and the support of Jack 
Partington as his producer, in addition to 
the co-operation of Publix, half of his New 
York success is assured. The other half 
depends upon the New York Public's taste. 



Presentation 

LETTERS 

In this open fonim those interested in 
presentation may discnss important matters 
bearing upon thb phase of theatre entertain- 
ment. Only signed letters will be published. 



PRESENTATION ACTS— To the Editor: Thank 
you cordially for your kind answer and also for 
publishing my letter in the Herald. 

First of all let me congratulate you for the mas- 
terful way of conducting your department, which 
is certainly one of the best of the magazine, which 
is for me the best of all trade papers in our field. 

I am closing, sending you my application for your 
jolly and wonderful Presentation Club. 

Hoping to meet you personally soon, I remain — 
Dr. Paul R. De Ville, Hartford, Conn. 

PRESENTATION ACTS— To the Editor: Your 
letter forwarded to us but at present signed up (con- 
tracted) for the entire summer. But should we again 
be at liberty we will write to you. 

Thanking you for informing us of the paper and 
hoping to do business with you some other time. 
Yours truly. — Mack and Williams, Cleveland, Ohio. 

PRESENTATION ACTS— To the Editor: Your 
letter at hand, and I want to thank you for your 
offering to feature the description of the Sunday re- 
citals I have been giving here. I will be able to mail 
you the copy by the last of the week, or by the first 
of next week without fail. 

I would greatly appreciate three or four copies each 
of the issues in which mention of these recitals occur, 
and will send you check for same when they arrive. 

Yours very truly — J. Virgil Hoffman, Loew's 
Palace theatre, Washington, D. C. 













ULDERICO MARCELLI 

MUSICAL CONDUCIOR 

BALABAN&KATZ 
Uptown and Tivoli Theatres, Chicago 










McNEIL SMITH 

Featured Organist 

MARQUETTE Theatre, CHICAGO 

Photoplay and Solo Specialties 




Solos and Community Sings 

BOB BILLINGS 

Solo Organist 
CRYSTAL THEATRE, CHICAGO 




MILTON SLOSSER 



Solo Organist 



Fifth Year at the 



MISSOURI THEATRE, ST. LOUIS 



(Continued from page 31) 
influence throughout, being a splendid example of 
Russian vaudeville. 

The curtain arose on a colorful Russian scene with 
the orchestra on the stage in costume and Owen 
Sweeten in' a nifty blouse and cap directing it in a 
"Russian Fantasy." The Bcrkoffs offered a pleairing 
interpretation of a Rtesian folk festival, followed by 
Stella Stepanoff and M. Vodney in an exotic number 
in which M. Vodney proved more Balieff than 
Balieff himself. 

Owen Sweeten then' deviated from the Russian by 
leading his orchestra through a rendition of "1 Still 
Love You" and following with the presentation of 
Ross and Gilbert, who offered something different 
in singing, one selection being a remarkable imi- 
tation of a jazz orchestra. 

The Berkoff Girls, every one a skilled dancer and 
acrobat, came on the stage by way of the orchestra 
pit and a special platform and offered the rope dance, 
part of this being to the music of the "Volga Boat- 
man." 

Emerson and Baldwin, "Russian noblemen from 
Daly City," a suburb of San Francisco, put on a 
novelty act in which they proved funsters of 'tho 
first water, as well as jugglers and club throwers. 

The Berkoff Girls danced a typical Russian acro- 
batic number, Louis and Freda Berkoff danced in 
Muscovite style and the Russian vocal trio Ban'fr. 
"Roee of the Volga." The rear curtain parted show- 
ing the domes of mosques and these finally raiced 
disclosing members of the old Russian nobility in full 
regalia, the act coming to a close with the full com- 
pany on the stage in costume. 

The show was well above the average, being color- 
ful and full of life. 



Atlanta Howqrd 

Week Ending April 7 

"Moonlit Waters" shot sky high in entertainment 
this week at the Howard, beginning with charming 
atmospheric Venetian' settings and including four 
star acte. 

Eight Petroff dancers featuring Rosa Mario opened 
the program with lots of pep and revelry. 

Then along came two strolling troubadours, Mario 
and Lazarus who drew long and loud hands for their 
songs, especially their modern version' of operatic 
airs. 

Fauntleroy and Van, Arkansas' rube musical com- 
edians, brought the house to good laughs with their 
antics on the broomstick and saw. They were called 
back for an encore. 

Second to none were the Janton Sisters, peppy 
singers and dancers who were well received. 

Ray Teal and the Howard stage orchestra gavp an 
original musical interpretation which proved popular. 
The entire program rated first class and was thor- 
oughly enjoyed. 

As an added stage attraction'. Muse, local depart- 
ment store, staged a spring fashion re-vue, ■with 
twenty pretty models parading through the audience. 
It went off unusually well for an affair of this kind. 



St. Louis Ambassador 

Week Ending March 30 

Dave Silverman and his orchestra had a special 
orchestral production in which a company of twenty- 
five was featured to replace the customary stage show. 
Ed Lowry was on his vacation. Stuart Barrie at the 
organ played a novel solo "The Soul of the Ambas- 
sador Organ." 



PAUL ASH 

Oriental Theatre 
Chicago 

Dear Paul: 

Am playing this week at the 
same theatre you got your big 
start in. They all miss you here 
and want to see you again. Lots 
o£ success at the Paramount. 

BOB La SALLE. 

"The Mikado of Jazz" 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



33 



Los Angeles Alexander 

Week Ending April 6 

Ted Mack, mastering the ceremoniea, introduced a 
young dancer, Winifred Walker, who did a fan 
dance. The fact that she did a fan dance well was 
appreciated by the audience but the fact that she 
was a child of less than 12 years was reason for a 
great hand. She topped it with a back bend-soft 
shoe dance that held them spell bound. The act 
following her was called 

Art Snyder, an unfortunate home talenter whose 
pante needed pressing. Nothing more need be eaid 
except that he sang a cheerless ballad and was 
followed by 

Ted Mack, and his eight Alexanders. Ted has had 
little time to work on them but their rendition of 
"Ramona" was highly acceptable and brought a 
great hand. Ted's style of direction makes this 
straggling reporter a little homesick. Ted is the only 
West Coaster eo far seen who is purely of the "Paul 
Ash school." His technique and his baton are surely 
Aish products. (It follows that "this reporter" is an 
"Ash fan.") 

Jeanette Vallon is a comic on the bill who will be 
on the Coast circuit for some time and her clever 
dance will probably be given more space later in this 
publication. 

West, Lake and Haines was easily the big part of 
the show and could have satisfied for eight times 
the period allotted them. Heaven knows which of 
them is the female impersonator but he's good. The 
others are foils in a song and dance starting with 
that old tune, "Tell Me Pretty Maiden." It goes for 
a big hand and plenty of encores. 

Mack and his merry micks go into "Rip Saw 
Blues" as the last number of the program. 

The show is good and has plenty of style. Mack 
is at home with this class of audience rather than 
the type he worked to at the Cabrillo. He's a 
comer, this handsome boy, and much will be heard 
from him in days to come. 



Seattle Seattle 



Week Ending April 12 

"Treasure Ships" swept into tremendous praise. 
Entrancing melodies provided by Jules Buffalo. Com- 
edy honors carried by Val and Ernie Stanton, Har- 
monica boys of Charles Bennington with Peg Leg 
dance scored heavily. 

Walter Smith, Baritone "Song of the Buccaneer." 
Carlo and Norman Adagio dancers. Felicia Sorel 
Girls offered "Maids from Mexico." Arthur Clausen 
and Grand Orchestra gave concert "Easter Chimes," 
with Marie Lloyd singing "Holy City," and timely 
musical specialty numbers by Ron Baggot at the 
organ. 



Omaha Riviera 



Week Ending April 5 

There were two stageshows at the Riviera last 
week, caused by the changing of routing by the 
Publix chain'. For one day "The Pinch Hitters" 
held the stage, consisting of the Connor Twins, girl 
harmony singers ; Stanley House, comedian and 
singer ; Kahn and De Pinto with accordion and vio- 
lin ; Malcolm and Mayo, fast steppers, and the six 
Hassan girls. Paul Spot directed. 

"Happy Go Lucky" came on as the regular stage- 
show for the week. Lamberti, xylophonist, pos- 
sibly was the hit of the program. To his technique 




he added comedy. The Rotunno Brothers were a close 
second in popularity, they dance as one. Billy Adams, 
"just a nut" likewise pleased with his grotesque garb 
and line of talk, and Mildred La Salle sang three 
popular songs. 

The pit orchestra played "Mignon" delightfully, 
and George Johnson at the organ was well ap- 
plauded for his "Spanish Fantasy." 

The Riviera is now in its second year, having 
observed its birthday March 25. For the anniversary, 
Manager Harry Watts had the house attractively 
decorated and arranged a specially attractive enter- 
tainment. The stageshow was "Red Hot Capers." 



Chicago Oriental 

Week Ending April 8 

"A Jazz Bouquet" is the offering at the Oriental 
this week. The show opens with a flower shop scene. 
Two girls of the chorus and Don Abbott sing a 
song appropriate to the occasion, then the Abbott 
dancers step out from behind huge flower vases, each 
girl representing a different flower. They go into a 
short routine and exit. The flower shop drop goes 
up and reveals the band, underneath a huge arch of 
flowers. Ash enters and leads his band through "My 
Pet," a snappy number. 

Don Abbott comes out to sing a song, which goes 
over fairly well. He is followed by Betty Webb, who 
is dressed in man's formal attire. She does a num.ber 
of male impersonations, chief of which is a drunk. 
Her songs and characterizations are not anything to 
rave about, but the few dance steps she executes 
are that and more. 

Then comes the band number, "Coquette," with 
Art Dixon, a new member of the band singing it. 
Art then sings "Back in Your Own Back Yard," "I 
Still Love You, Dear," and then encores with 
"Coquette." Although his voice is not strong and 
his movements a bit awkward, he goes over fine with 
the crowd. 

The Collctfe Sisters are next with harmony sing- 
ing, one of their songs being "Say It With a Red 
Red Rose," which they put over with pleasing har- 
mony. Then go into a team, high kicking dance. 
The young ladies could have given more. They end 
with a fair "Varsity Drag." 

Smith and Hadley, a comedy dancing team, are 
next. Their comedy dancing is good, although every 



step has been done many, many times by others. 
Their solo dances contain some good and original 
steps, however. They end with a novelty tap. They 
go over fine and take an encore. 

Then comee Harry Rose. And Harry, you're funny, 
even though you don't do a darn thing. He chatters 
with Ash, sings "Frankfurters," and acts a fool in 
general. His fake telegrams which he reads ore 
good for a number of good laughs. After another 
siege of mirthful foolishness, he sings "1 Told Them 
All About You," and then leads the band for the 
finale, "There's Something About a Rose." 

The Bettings are all in green. Trellised ladders are 
lowered and two girls with huge trains climb them, 
their trains illuminated from within. A very pretty 
finale. 



Minneapolis Minnesota 

Week Ending April 6 

Although not quite up to the standard of its 
opening week's bill — which probably was to have been 
expected — the Minnesota this week presented a very 
colorful stage show, far superior to the motion picture 
house productions to which Minneai>olis has been 
accustomed prior to the opening of the new theatre. 

Billed as the "Blue Plate," the show was played 
before a set built to resemble a huge Dresden platter. 
Allan Kane and his Minnesota serenaders were on the 
stage, Kane acting as master of ceremonies. 

Lorraine Tnmler was the lone singer on the bill — 
a winsome miss in Dutch blue, whose voice hardly 
carried to the far reaches of the house. 

Gordon and King were two clever steppers, while 
Myers and Hanford upheld the comedy with a musical 
saw and some grotesque clogging. 

The Foster Dancing Girls were a clever chorus and 
appeared in two novelty numbers, "Two Little Wooden 
Shoes" and "Windmill," in the latter the girls 
turning aerialists and doing some near acrobatics on 
the blades of a big Dutch mill. 

The show was clever and colorful, but not marked 
by any highlights. Koehler and Edith, in a roller 
skating novelty, brought on the finale and got one 
of the biggest hands from the house of any of the 
entertainers. 

Although the Minnesota is supposed to be a Publix- 
F^nkelstein and Ruben house, the Finkelstein and 
Ruben name was absent on all the trailers, although 
Publix appeared frequently. 



CARME ROMANO ^^^^^-..or 

Wishes to Announce a fe^w new 1928 Purchases in 

MARQUETTE ROAD TERRACE 



Heller & Riley 
Al Kvale 



Chicago's Super Development 

How About You? 

Wiro—Wrlle^Phone 
10 So. LaSalle St. — Main 3933 



Joe Schenck 
of Van & Schenck 



RAY TURNER 

Featured Organist 
CORONADO THEATRE, ROCKFORD, ILL. 

(A Great States Theatre) 
USING JIMMY SAVAGE SPECIALTIES 



EDWARD K. HOUSE 

""The Entertaining:, Organist" 

MARKS BROTHERS GHIC\GO 
MARBRO AND GRANADA THEATRES 



DON PEDRO-ESPINOSA 

Solo Organist 
AMBASSADOR THEATRE, CHICAGO 

(Pliotoplny Synchronizing n Specialty') 



UNIFORMS 



FOR HOUSE 
ATTACHES 



COSTUMES 



FOR STAGE 
PRESENTATIONS 



BROOKS 



1437 B*w«y 
N. Y. City 



34 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



AprU 14, 1928 



New York Paramount 

Week Ending April 14 

Publix Theatres presents Paul Whiteman in his 
second epochal week at the Paramount "Say It 
With Flowers" in commemoration of Easter Week. 
The show opens with 

Adolph Dumont and Manny Baer with the Para- 
mount Orchestra, giving a Tiffany-Stahl color classic 
entitled "Souvenir." This was a very good opening 
for the revue with full Spring setting and costumes. 

Paul Whiteman then offers "Sunshine" on the stage 
accompanied by his vocal troupe of boys. This num- 
ber didn't get over so well, as the boys spoiled the 
effect of the Whiteman Orchestra putting soft and 
beautiful tone effects in their rendition. The chorus 
was accompanied with the now famous Foster Girls, 
who are dressed in beautiful Spring frocks, and put 
over a chorus dance very beautifully. These girls 
are winning high repute in New York, and are 
doing better each week. 

Mildred and Muriel Lee are presented on the stage 
at this point, and they offer a dance bit which was 
well executed and much appreciated. 

Paul, with his orchestra, then offers a popular 
selection, and the boys do a little better this time. 
The six vocalists seem to get more spirit into this 
song, and it goes over fair. The number was en- 
titled "From Monday On." 

Llora Hoffman, a particularly pretty girl, with a 
particularly pretty voice, offers "Je Vous Aime" — a 
little French song that is well liked. Her encore, the 
first encore of the show, was "Napoli" and Llora 
may now be proclaimed the classical hit of the bill. 

Paul Whiteman, by request, then plays "Among 
My Souvenirs" a recent number which is going over 
strong amongst music lovers. The song being pop- 
ular, the offering drew big applause, and another 
chorus was requested. 

The Pasquali Brothers, for a dumb act, is perhaps 
the best troupe of three trick tumblers ever re- 
ported. They are l>eppy and lively, and put over some 
very good work, each of the three working every 
minute and a Scotchman has no chance of watching 
them all at the same time. Their act was received 
with a big hand, and it's too bad they were unable 
to give an encore. 

For a closing, Paul Whiteman and his boys, all 
dressed in Tux, put over a final number, name not 
mentioned, and — Paul looks great in a dark suit, 
much better than light clothes. The finish was very 
good, stage effects and entire troupe appearing. 



Milwaukee Wisconsin 

Week Ending April 6 

"Kiddin' on the Keys" this week is in celebration 
of Dave Schooler's one thousandth performance at the 
Wisconsin theatre. The presentation opens with a 
sort of prologue featuring Schooler as the "Spirit of 
Music," in a dimmed setting. The lights are then' 
flashed on showing a back ground of a large piano, 
"Schooler's Melody Box" in front of which the or- 
chestra, in orange coats are arranged, surrounded by 
cut-outs of staff notes and the like. 

To the tune of "Hello Cutie" Schooler plays and 
sings a song made for the occasion and then plays 
"Kitten on the Keys" while Bebe Barri's English 
Rockets in exotic costumes stage a pretty little dance. 

Lang and Voelk, two men with mighty good voices 
oblige in fine style with several popular numbers 
among them being "My Ohio Home." 

Alice Weaver, a pretty miss, does some very neat 
toe dancing to "Back in' Your Back Yard" by the 
Playboys. This number is followed by "Together" 
by the band with the chorus sung by Billy Meyers. 

A funny fellow with a fine delivery, Coleman 
Goetz, sings "My Dolores" followed by plenty of good 
wholesome fun which keeps the audience bubbling. 

The Bebe Barri's English Rockets add a bit of Eng- 
lish atmosphere by staging a clever dante in Eton 
costumes to the melody of "Show Me the Way to Go 
Home." 

A piano number with appropriate setting, "The 
Three Trees" by Dave Schooler makes a big hit with 
the audience. This is followed by Bernard and Rich 
two very talented dancers who open with a Spanish 
number followed by a hot modern dance, to the 
melody of "I Can't Believe That You're in Love With 
Me." 

Schooler then again' does his stuff at the piano ac- 
companied by Billy Meyers. 



Los Angeles Metropolitan 

Week Ending April 6 

"Highlights," with Frank Jenks, master of cere- 
monies, and his band, Ls the Publix stageshow presen- 
tation at this theatre this week. 

"Highlisht No. 1," which is the way Jenks intro- 
duces each number, features Cherie Louise Marshall, 
a grand opera sine'er, with a wonderful voice, sing- 
inj? Carameta. accompanied by orchestra. 

Highlight No. 2, the Foster Girls in the Marionette 



dance number, 12 beautiful girls, doing a mechanical 
dance, worked by lines from the stage loft. 

Highlight No. 3, Frank Jenks and bis boys played 
a new musical number, written by one of the 
orchestra members, about a certain Italian dish. 

Highlight No. 4, a very clever and beautiful girl, 
Helen McFarland, sang "Is He My Boy Friend," did 
a jazz dance number, and showed her versatility by 
doing a number on the xylophone. She makes a 
wonderful stage appearance, and was very well re- 
ceived. .» 

For Highlight No. 5, Jenks introduced the "High- 
light of Slow Motion Pictures," Douglas Burleigh, 
doing a very clever conception of a slow motion 
dance. His ability to handle his limbs in slow mo- 
tion movement was exceptional. 

Highlight No. 6, again brought onto the stage, the 
Foster Girls, in a very cleverly executed Arabian 
Gun Drill. 

Officer Go and Officer Stop, the dancing traffic 
officers, Massey and Detrich, were Highlight No. 7, 
in a very clever athletic dance number. 

Frank Jenks and Boys next played "Melancholy 
Baby." Frank also proved his ability in other lines 
than as master of ceremonies, doing a very clever 
dance number, and together with two boys from 
the orchestra, singing the chorus in melody. 

Highlight No 8, was that famous stage comedian, 
Wille Solar, singing in his own inimcial way, four 
of his own songs, and featuring that famous gargling 
cough. 

For the finale all came on in front of band. 



Kansas City Mainstreet 

Week Ending April 7 

Walter Davison's Louisville Loons in Australian 
uniforms performed in' their customary satisfactory 
manner as the stage orchestral attraction at the 
Mainstreet this week, it being their forty-first week. 
Their red coats blended well with the recitation of 
"Little Red Riding Hood" by Harlan Christie. Three 
Good Knights in "Barnyard Follies" presented ad- 
ditional music, including the saw, and so forth. 

Keo-Taki and Yold played the piano and sang, as 
well as offered the usual Japanese barrel stunt. 
Maidie and Bay were young performers in a rope 
twirling arid dancing act. 

Burt and Lehman presented a fast patter and song 
act, while Worthy and Thompson, colored dancers, 
closed the program. 




DICK 



MARJORIE 



MAXWELL and LEE 

"The Most Versatile Dance Team of the Age" 

GRAUMAN'S EGYPTIAN 

Hollywood (Week March 23rd) 

"Maxwell & Lee, male and fern hokesters, followed and 
stopped the show with a nut acrobatic dance. Their 
dance antics wowed the patrons and kept them call- 
ing for more." 

Direction 

WILLIAM MORRIS AGENCY 

New York — Chicago — Los Angeles 



HAROLD 


PERL 


SOLO ORGANIST 


MIDWEST THEATRE 


CHICAGO 






DARLING TWINS 

Now playing the roles of PITTI-SING and PEEP-BO 
in PAUL ASH'S Production of 



<< 



THE MIKADO OF JAZZ" 

Touring PUBLIX As a Featured Attraction 
Direction — William Morris Agency 



THIS WEEK at 

the METROPOLITAN 
theatre LOS ANGELES 




EZSO RETTER 

"The Man Who Wrestles With 
Himself" 

Former Principal Comedian of 
SHUBERT'S "Merry World," "Pass- 
ing Show," and "GAY PAREE." 
Featured on the KEITH and OR- 
PHEUM CIRCUITS for 10 years. 
Now Headlining with "HANDS UP," 
a PUBLIX UNIT. Late European 
Motion Picture Comedian with MAX 
LINDER in Gaumont Pictures. 

Direction 
William Morris Agency 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



35 




LOSAYS 

about 
Everyone 



"PASSOVER," is over, but here is something that 
our Sergeant-at-arms wants to know ! . . that is at the 
last meeting of the "Royal order of our Friendly 
Chat Club," Sam Herman said . . . "Raymond! . . . 
ish vill dere fregging thee fere kaiihee" . . . and 
theee were the Four Questions. . . . "Why are they 
sending Paul Ash to New York, when the public 
wants him in Chicago? . . . why are they going to 
give Brooke Johns his place when Mark Fisher is 
really the logical bet? . . . why does Al Bcilin work 
harder for Irving Berlin, than when he wa£ in 
business for himself? . . . why do presentation acts 
make a big hit with Paul Ash and then flop some- 
where else ? . . . You tell 'em Sam ... I stutter too 
much . . . now that all questions have been settled 
let ue go on with the meeting. . . . Royal membere, 
we are sorry to state that our president Paul Ash 
will leave our fair city next month and take up 
hifi new abode at the Paramount theatre, in New 
York . . . don't forget to eend him your best wishes 
on his opening day May 12 . . . we also wish to 
an'nounce that Bob La Salle . . . Oezso Retter . . . 
Evelyn Vee . . . the Darling Twins . . . Mzixwell & 
Lee . . . Harold Perl . . . Armin Hand . . . helw 
White . . . Dean Stevenson and Koehler & Edith have 
been accepted as new members of our club . . . let's 
all give them the Royal Razz-Berries. . . We have 
considerable new business to discuss so please all pay 
close attention. . . . Morton & Mayo are now with 
the "Tick Tock" unit playing Publix Circuit. . . . 
Gilda Gray is appearing in person besides on the 
screen at Marks Brothers' Chicago theatres. . . . 
Waterson-Berlin & Snyder, close their Chicago office 
on May 1 . . . bad business in the music field is 
the reason. . . . Rumors that Jerome H. Remick 
& Co., would also close their Chicago office, is un- 
true. . . . Ward Perry has succeeded Harry Wertham 
as their general manager. . . . Ted Mack is now at 
the Alexander theatre in' Los Angeles, as master of 
ceremonies and band leader. . . . Jack Stanley 
formerly band leader of the Windsor theatre, Chicago 
is now in' Kansas City, Mo. . . . Del Lampe makes 
his debut this week as stagehand leader at the Capitol 
theatre, Chicago. . . . Del was always in ballrooms 
before. . . . Art Linick, of KYW fame, ie still going 
over big in Oshkosh as band leader. . . . Billy Snyder 
took Ted Leary's place for two weeks at the Strat- 
ford theatre, Chicago . . . reports state he made a 
big hit too. . . . "Col. Gimp" known as the 
"Mayor of the Loop," is Ruth Ettlng's husband. . . . 
Dave Miller, musical director of the Tower theatre 
in Milwaukee says that he recommends Jack Martin, 
organist, Rube Scholz, organist, and Dave Schooler, 
band leader, all of Milwaukee, to join our club . . . 
thanks Dave! we'll let the members decide next week. 
. . . Brad Braley of Concord . . . Melvin Peacock of 
Sheboygan and J. Thos. Liddlc of Tamaqua. write 
in that they also would like to be considered for 
members . . . looks like a big week for Sam Hemnan 
next week. . . . King & King reported last week as 
in "RJaln or Shine," are in "Artists & Models," now 
in Chicago. . . . On April 18 the Chicago Police 
will stage a benefit for their American Legion Post 
No. 207 in which Paul Ash will contribute his 
talent and services. . . . Al Jolson sings "Blue 
Skiee" in "The Jazz Singer" film . . . what a break 
for Irving Berlin. . . . Sessue Hayakawa and Bill 
Robinson are featured at the State-Lake theatre. 
Chicago this week. . . . Verne Buck is staging an 
"Irving Berlin Revue" this week at the Shei-idan the- 
atre, Chicago, f eatm-ing Milton Watson. . . . Stanley 
House is featured at the Oriental theatre, Chicago 
this week. . . . Baycs & Speck of "The Spider" fame 
are on the opening program of Del Lampe. . . . 
Vnclc Bob of K'VW popularity is again playing pic- 
ture houses in Chicago. . . . Russell E. Markcrt ie 
training 32 girls for the new ballet at the Roxy 
theatre in New York. . . . Bcmicc Brin is st^iging 
ballet dances for the National Playhouses in Chi- 
cago. . . . Don't forget N. V. A. Week. 



Monthly SLIDE news li^, 
for and, about theODGANIsf 




'leyl 



'T 54 W QHNDOLDU 61 CHiC 



54 W aiUDOLPU 61 CNiCJOO 



New York Capitol 

Week Ending April 14 

A gala Easter program wa:; presented this week 
at the Capitol, again featuring Walt Roesner and 
his Capitolians. The show, entitled "Spring Festival" 
opens with 

The Capitol Grand Orchestra giving selections from 
"Faust"- — a panorama of colored flowers being 
thrown on the orchestra all through the number. 
The first presentation offering opens in true musical 
comedy .style, with the seated couples at tables, beau- 
tifully dressed in their Easter suits and dresses. 
While the girls sing at the tables, two wood nymphs 
dance in and out and around the couples all joining 
in the medley of spring songs, built around "Roees" 
for a theme. 

Gcorgic Hayes is introduced, and dressed in an 
abbreviated Father Knickerbocker costume, presents 
a very good jazz dance. Many are surprised to see 
the talented entertainer pull a wig, and his imper- 
sonation is very well done. 

The Capitolians then render "What a Wonderful 
Wedding That Will Be." While this is supposed to 
be strictly an orchestral number, Walt Roesner can- 
not control his feet, and much to the audience's 
merriment, crashes into a dance — unable to resist the 
temptation longer. We are all vponderlng why Walt 
has been holding out on us, with such talent for 
that line. Being a particularly capable conducter, 
though, we are satisfied if he sticks to his music. 

Rosemary, blonde, and very pretty, surprises us 
with also having a very wonderful voice. She 
renders a few operatic numbers, and we must re- 
mark that it is very unusual for such a beautiful 
girl, to have in addition, such a beautiful voice. 
A perfect entertainer, and went over very big. 

Markell and Faun, two highly amusing artists of 
the dance — present a laughable scarecrow dance and 
then the man of the team does a dance on his hands, 
which is very novel and entertaining. The woman 
does a specialty, and they close their bit with a 
rube dance. Their make-up and rube costumes are in 
harmony with their style of work, and their act is 
pronounced as very good. 

The Three Melody Girls accompanied at the piano 
by Mr. Chase, then offer "My Baby"— immediately 
winning attention by their soft and sweet har- 
monizing voices. "Sweeping Cobwebs From the Moon" 
follows and their little offering was also well re- 
ceived. 

Walt Roesner then goes from the ridiculous to 
the sublime, and announces his life-long friend and 
staunch pal, David Mcndoza. Mendoza is the con- 
ductor of the Capitol Grand Orchestra, and gets an 
enormous reception on the stage. His boys are ready, 
and he offers the latest in popular and operatic 
numbers. 

Paul Howard, the Tarasoff-De Valery Dancers 
and Renoff and Renova are the entertainers who 
bring a good deal of merit to the show. The closing 
number, with the entire ensemble, is "The Dawn 
of Love" in the form of a vocal-orchestra selection — 
and winds up a very good presentation. 



Chicago Chicago 

Week Ending April 8 

The Four Marx Brothers just about had everything 
their own way at the Chicago this week. And we will 
say this about them first: They were never better. 
There might be several reasons for this, but the 
most logical one seems to be that their show moved so 
much faster than their full length successes of 
recent years. 

Another outstanding thing on the bill this week 
was the very clever, amusing and entertaining 
novelty. "A Musical Dialogue," by Milton Charles 
at the organ and H. Leopold Spitalny conducting the 
pit orchestra. It was an unusual presentation and 



Bill Bennett 

Fpnturod Organist 

L. & T. Belpark 

Theatre 

CHICAGO 




brought down the hou^e. 

For their dialogue they used such selection*; as 
"Among My Souvenirs," "Mignon." "My Ohio Home," 
"Tambourine Chorus" and "Ramona." Slides were 
used during the act, and theee brought a lot of 
laughs. And we must not overlook the fine violin 
solo by Hans Muenzer which was played during 
"Tambourine Chorus." 

Getting back to "Spanish Nights," the Marx boys' 
show, it seems a bit foolish to say more than that 
their buffoonery is world beating. They are the show, 
although their support naturally lends color to the 
act. 

Groucho and Harpo are the stars of the quartette, 
and hold the center of the stage 90 per cent of the 
time. It would be hard to find a better clown than 
the silent Harpo. 

The show pulled 'em in, and what more do you 
want. It may have been Lent, but the standout 
didn't indicate it. 



Pittsburgh Penn 

Week Ending April 7 

"Gallopin' On" a Frank Cfi«nbria prfKluctlon openx 
with the Equestrian Ensemble singing "A Hunting 
We Will Go" in an interior setting. 

There is a blackout and the scene opens with Don 
Albert and stage band dressed in hunting costumefi 
in a woodland setting which was very colorful and 
drew favorable applause from the audience. 

Felicia Sorrell girls do a very nice routine and 
are followed by Miriam Lax and Robert Cloy, sing- 
ing duo, who get a nice hand for their bit. 

Ben Bine doing his skating specialty and two 
other dances seems to be the hit of the show and 
walks away with high honors. 

Robert Latell, as "Bonzo" the dog Impersonator, 
does a clever bit of acting with barks and antics 
which seemed to be very well liked by everybody, both 
young and old. 

The presentation closes with vocal ensemble and 
Felicia Sorrell girls to the tune of "Falling Head 
Over Heels in Love." 

The show as a whole seemed to go very well with 
the patrons. 



Salt Lake City Capitol 

Week Ending April 7 

An unusual stage presentation is being offered at 
the Capitol theatre this week featuring "Eight 
Famous Victor Artists" in songs and musical numbers 
which have been heard the world over. 



VERNE BUCK 

"The Prince O' Pep" 




Now Conducting 

STAGE 

BANDSHOWS 

at 

ASCHERS 

SHERID.AN 

THEATRE 

Chicago 



DAVID GOULD 

LUBLINER & TRINZ 
BALABAN & KATZ 

Production Dept 
Chicago 



DEAN STEVENSON 

And His Boys 

Frattirrfi nl llf 

Marshall Square Theatre 

CHICAGO 



36 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 




After ten years' aesociation -(vith Hugo Riesenfeld, 
Abe Meyer announces the opening of an independ- 
ent office known as Abe Meyer, Inc., in Steinway 
Hall, continuing to act as eastern representative of 
Hugo Riesenfeld as well as to represent artists of 
recognized ability and to arrange private entertain- 
ments and motion picture programs. More power to 
him, because for years, when he was in a position 
to give the boys in the music business a break, he 
was always ready and anxious to do so. 
« * * 

A few weeks ago, I mentioned in this column, 
the fact that Ben Pollock and His Orchestra had in- 
vaded New York, and had located at the Little Club. 
It will please Pollock's many friends to know at 
this time, that he has certainly made good ! The 
best proof of this is: The National Broadcasting wire 
he has secured, and the business the Little Club is 
doing since his arrival in town from Chicago. 

* * * 

Sam Braverman, that genial, young executive of 
Neisner Bros., Inc., is expected in New York from 
Rochester, within the next two weeks. It may inter- 
est a lot of people to know that Braverman, at one 
time, started to work for Neisner Brothers when 
they had only two five and ten cent stores, as a 
song plugger behind the music counter. Through 
sheer perseverance, ability and ambition, he has today 
worked himself up to the position of merchandise 
buyer for at least five departments, including his 
"pet" department, the music counter. He is one of 
the best liked fellows in the music business, and has 
a thousand friends who wish him well. 

As usual, Paul Whiteman is "knocking them dead" 
at the Paramount theatre again. His engagement 
at this theatre is supposedly for three weeks, but I 
presume that as heretofore, he will be there twice 
as long. With Whiteman at the Paramount, the only 
•way to get into that theatre is to bring your lunch 
and get in line at 9 o'clock in the morning and wait 
for the doors to open. More power to him ! 

* * * 

An opportunity of a lifetime presents itself to Don 
Bernard, who, until this week, had charge of Radio 
Station WAIU, in Columbus, Ohio. The National 
Broadcasting Company of New York City have en- 
gaged his services as "production manager," starting 
April 15. From the enthusiasm and confidence the 
National Broadcasting Company have shown Ber- 
nard, he has an opportunity of becoming one of 
the big "moguls" of that tremendous organization. 
Those who know Bernard as well as I do will not 
have to think twice to realize that he will make good. 
» * * 

Spier & CosloTV, Inc., have engaged the services 
of Al Porgie, who for seven yeai-s has been con- 
nected with Waterson, Berlin & Snyder in the 
capacity of New York City sales manager. Porgie 
will also make trips through New England and New 
York State every now and then, so any of you 
organists, orchestra leaders or theatre managers that 
notice this, please give him a "break." 

* * * 

Milton Slosser writes from St. Louis to say, that 
he put on a stunt with slides at his theatre last week 
entitled: "Can You Pick a Song Hit?" and that it 
was the biggest "wow" of any stunt he has ever 
attempted. He wants all you organists to know this, 
so as you can take advantage of his experience with 
this stunt. So keep your eyes open for a slide ver- 
sion, entitled: "Can You Pick a Song Hit?" 
« * « 

The long looked for move will be made ! Paul Ash 
is leaving Chicago and opens at the Paramount 
theatre in New York City May 12. Ash should be 
a tremendous success in New York, for America is 
7\merica and Ash is Ash ! The reception that he 
■>wUl receive upon his arrival here will by far ex- 
csesd any other of its kind ever tendered a man in 
fhe music world. 



2am 



J^ouyo 



ORGAN SOLOS 



The Jesse Crawfords (New York Paramount) are 
back after their vacation to Europe, and were re- 
ceived with much enthusiasm and applause by their 
audience this week. Mr. Crawford plays the Wur- 
litzer in the pit, and Mrs. Crawford presides at the 
Console on the stage. Their numbers for the return- 
week are "Humoresque" and "Blue Danube." 



Ghauncey Haines (Chicago Norshore) 
the console, had 'em singing last week 
cal conglomeration of this and that. 
Mock Wedding." Original words, set 
w^hich everyone knows, carried the 
Wiedersehen" was interpolated, but it 
German favorite, "Oh, du shanus," that 
ing and laughing at the same time, 
apparently, was had by all. 



olBciating at 
with a comi- 
entitled "A 
to old tunes 
idea. "Auf 
was that old 
got 'em sing- 
A good time. 



Brad Braley (Concord Capitol) presented an origi- 
nal solo called "How Paul Whiteman Would Play 
the New Song Hit Called 'Together.' " A Whiteman 
arrangement made on a Victor record was used to 
alternate with the organ with slides explaining the 
theory of each part. The finish was on a similar 
style on the organ as Whiteman had on the record 
which went over big at this house. 



Edmund Fitch (Chicago Sheridan) called his solo 
"Troubles" and played the pieces "La Boheme," 
"Angel," "On the Moonlite," and "Sweetheart I'm 
Sorry." The latter was sung by one of the patrons 
who came out of the audiences. Fitch's solo was 
given a good reception as all his stunts do at this 
house. In fact, Fitch is now a part of the theatre. 



John Hammond (New Orleans Saenger) offered as 
an Easter morning organ recital four brilliant num- 
bers to celebrate that day of rejoicing. Liszt's "Les 
Preludes," a musical story of the spirit of eternal 
friendship, opened the concert, followed with Dvo- 
rak's "Humoresque," Russell's "The Bells of St. Anne 
de Beaupre," closing with Weber's "Oberon Over- 
ture." The theatre was well filled. 



Arthur Richter (Milwaukee Wisconsin) at the organ 
offers "A Mock Wedding" with humorous slides ac- 
companying. Embodied in the organ number at their 
proper places is the melody from Lohengrin's wed- 
ding niarch, "The Sing Song Sycamore Tree," "Auf 
Wiedereehen," "I Told Them All About You," "Schnit- 
zel Bank" and "Keep Sweeping the Cobwebs Off the 
Moon," all with their proper words flashed upon the 
screen. The entire number was novel and well done 
and met with great applause, especially the "Schnitzel 
Bank" section. 



J. Thomas Liddle (Tamaqua, Pa., Majestic) — this chap 
offers special prologues to pictures such as "The Dove" 
and so forth. This week's organ solo included the fol- 
lowings songs. " 'Neath Southern Skies," "Ramona," 
"Dancing Tambourine," "La Paloma," "Rose of 
Monterey," "An Old Guitar and an Old Refrain." 
This was an appropriate presentation as an organ 
prologue to "The Dove.' 



Melvin Peacock (Sheboygan, Wis., Sheboygan) 
offered a conmiunity singing stunt called "Here's a 
Chance to Broadcast." This fellow also broadcasts 
daily from Station WHBL and for this reason he is 
quite popular and successful in his community sing- 
ing. The etunt was used with a microphone on top 
of the organ with the organist pretending to broad- 
cast the following songs that were sung by the audi- 
ence: "Just Like a Butterfly," "Who Knows," "Blue 
River," "A Shady Tree," "Give Me a Night in June." 



Dick Liebert (Pittsburgh Penn) used as an organ- 
logue this week his idea of how an organist used to 
play at an old time movie theatre. And with all his 
facial expressions and gum chewing that each scene 
seemed to require, he didn't have any trouble in sell- 
ing this bit. Liebert has made himself very much 
liked during his stay at the Penn and it seems that 
with his personality he just about makes them like 
anything that he offers. 



Clark Fiers (Seranton West Side) reports that hie 
organ solo for last week was built around the song 
called "After My Laughter Came Tears," in' which he 
used old time songs as "In the Gloaming," "Old 
Oaken Bucket" and "Auld Lang Syne." This was a 
straight solo with no singing. 



Henri A. Kcates (Chicago Oriental) calls his organ 
presentation, "Wishing," and the entire presentation 
of slides and songs is built around the wishing idea. 
He plays "Thanks for the Buggy Ride," "Chloe," 
"Dixie," "I wish I Had a Girl," "Over Moonlight 
Waters," "An Old Guitar," and a parody on this 
one which gets a good hand. "Ice Cream," and "Give 
Me a Night in June." 




Songs 

BEST SELLERS 

"Ramona" (Leo Feist). 
"Sunshine" (Irving Berlin). 

"Back in Your Own Backyard" (Irv- 
ing Berlin). 

"Among My Souvenirs" (DeSylva, 
Brown & Henderson). 
"Chloe"— (Villa Moret). 
"My Ohio Home" (Leo Feist). 
"Together" (DeSylva, Brown & Hen- 
derson). 
"Beautiful" (Milton Weil). 
"Beloved" (Irving Berlin). 
"I Can't Do Without You^' (Irving 
Berlin). 
"Diane" (Sherman Clay). 
"Dream, Kisses" (Ager, Yellen & 
Bornstein). 

"Mary Ann" (Irving Berlin). 
WAITIN' FOR KATY— (Leo Feist, Inc.)— A Gang 
song. An excellent lyric with a fox trot melody that 
should be pie for the singing orchestras. By Gus 
Kahn and Ted Shapiro. 

* • * 

YOU'RE ONLY PASSING THE TIME WITH ME— 
(Irving Berlin, Inc.) — This writer is one of New 
York's most popular radio stars and as this song 
looks strictly commercial, he will no doubt give it a 
good start. Words and mtisic by Will Oakland. 

* « • 

IF I LOST YOU— (Ted Browne Music Co.)— A 
pretty fox trot that hae as a special feature a Lee 
Sim piano solo. Words by Charles Harrison and Art 
Kassel, music by Monte Wilhite. 

* * * 

I, MYSELF AND ME— (Milton Weil Music Co.)— 
A song that reminds one of Will Mahoney's big hit 
"I Love Me." A good comedy song that has a 
chance. By Maybelle Weil, Bernie Grossman, Arthur 
Sizemore and Ed Lowry. 

* * • 

SARITA— (Boston Music Co.)— A high class Span- 
ish Serenade. With "Ramona" hitting the top there 
is room for another Spanish nvmiber and this might 
be it. Words by Jesse G. M. Click, music by Lucile 
Burton. 

* * • 

REMEMBER ME TO MARY (If She Still Ite- 
memhers Me) — (Green & Stept) — A new firm opened 
up in New York and this is their first publication. 
Usually every "Mary" song is a big seller and this 
should prove no exception. Words and music by Bud 
Green and Sam H. Stept. 

* * * 

MY LITTLE HOME — (Villa Moret, Inc.)— It seems 
that "Blue Heaven" has made all the writers think 
of home. If they don't stop writing these songs the 
hotels will go broke. It's a high class sonig well 
written. By Harold Berg, Jack Meekill and Chris 
Schonberg. 

* * * 

SUNSHINE— (Irving Berlin, Inc.)— Irving Berlin 
has proven in this song that he can write any type 
of a song. It is already one of the biggest hits in 
the country. » » « 

LAURETTA — (Harms Inc.) — One of the writers. 
Bunny Davis, has adways been successful with this 
type of song as for instance, his "Margie." Strictly 
a dance tune that has a very good chance. By Abner 
Silver and Bunny Davis. 

* * ♦ 

IN A LITTLE TWO BY POUR FOR TWO— (Joe 
Morris Music Co.) — A cute little song, but we can- 
not understand how anybody can fit in a two by 
four unless it is Singer's Midgets, and even they 
would be squeezed. The lyric has a "Blue Heaven" 
twist. By Al Hoffman and Geo. Brown. 
« « * 

I THINK OF YOU ALL THRU THE NIGHT 

— (Sherman Clay & Co.) — Hard to believe but never- 
theless must take the writer's word for this, in other 
words his sweetheart is always on his mind. The 
melody is written as a fox trot. By Lew Pollack and 
Katherine Allan Lively. 

* « « 

P. S. — Hoping you are the same. 



j/^ 3. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



37 



Y^ 



THE THEATRE 



Incorporated in this department of practical showmanship of Exhibitors Herald are the Moving 
Picture World departments, '^Selling the picture to the Public," and "Better Business Builders.'^ 



Here^s Solution to 
Puzzle, Suggestions 
For Theatre Use 

Whoops! What a deluge of letters "The 
Theatre" received last week. The mailman 
has already entered a complaint, and this 
department has spent all week answering 
requests — requests for that puzzle carried 
last week. What a storm it created. 

Some exhibitors were so anxious to use 
it, they wired in. Others requested for 
telegraphic answers. One exhibitor writes 
in: "There is one drawback with this par- 
ticular puzzle. None of the management 
here is smart enough to see through the 
fool thing and unless someone of the group 
that is trying to solve same clears up the 
difficulty, we are likely to be in dutch next 
Thursday night when we have stated that 
we would post the answer. Therefore, 
please be so good as to furnish us immedi- 
ately the correct solution." 

Doubtless there are many other exhibi- 
tors who want the solution, so here's the 
way to solve it: Like most 
puzzles there's a trick in this 
one. Two additions are nec- 
essary. Thus: Five plus three 
plus one equals nine plus 
seven plus five equals twenty- 
one, which is using only six 
figures. The column at the 
left shows how this is done. 
Other figures which can be 
used are: 

3 7 5 3 

3 111 

3 111 




21 21 21 21 21 

There are doubtless other figure combi- 
nations that can be used without violating 
the rules of the puzzle. Watch out for peo- 
ple using figures other than those allowed 
in the original puzzle. 

Now that you have the solution, you will 
want to know how to use it. You can use 
it in your house organ or weekly program 
or in a newspaper ad. If you use it in the 
former, print the puzzle and the instruc- 
tions for solving exactly as carried in "The 
Theatre" last week. Probably the best gag 
to use is to offer one of two free admis- 
sions to each person submitting the correct 
solution. As a rule free admission on a 
stunt similar to this will bring more re- 
plies than cash awards. 

The method of announcitig the solution 
can be carried out in several different ways. 
If you are anxious to make people read 
your house organ more thoroughly, an- 
nounce in the issue that carries the puzzle 
that the solution will be given in the next 
issue of the house organ. This will make 
people read the next issue. If you arc 



Theatre Gives Baby Away — Yes^ 
Baby Pig; But Town Did Talk 

The whole town talked and came to the theatre when W. E. Dickson, of the 
Aristo theatre, Lemmon, South Dakota, gave a baby away. Newspaper ads an- 
nounced the stunt. Then the editor of the paper wrote au editorial comment 
denouncing the aflfair. No end of excitement was created. Let's let Dickson tell 
how he did it: 

"To put this stunt over it is very neces- 
sary that the baby's identity be kept strictly 
secret. 

"I had a friend in the country secure a 
three-day old pig, take it from its mother, 
teach it to drink from a nursing bottle, get- 
ting it so tame that it was easy to dress it 
in a little romper suit. 

"Two weeks in advance of giving him 
away, I advertised that I would give a real, 
live, healthy baby for adoption. The copy, 
which appeared in the want ads, read: 

"WANTED : A suitable home for a nice healthy baby. 
Anyone interested please see the manager of the Aristo 
theatre. 

"On the front page of the paper in the 
same issue this appeared: 

"BABY WANTS A SUITABLE HOME. WE ARE GO- 
ING TO GIVE A REAL, LIVE healthy baby to .ome- 
one who will a^ee to make it a suitable home, to 
someone who will give it good care and the education 
it will deserve. The mother who has appealed to as 
has more than she can provide for and since she is 
willing, and the baby won*t mind and feeling that 
the public will not criticize our plans, we will give 
him for adoption to someone at the close of the first 
show at the Aristo, Sunday, March 18. 

Here*s your chance. Who wants him? He's cute — 
he's only a few weeks old— he*s healthy^— he wants a 
good home— ho*s a darllnff. 

"The editor made the following comment 
on the stunt: 



anxious to put over a certain picture, make 
the annoimcement that all those sending in 
correct solutions will be mailed passes for 
that certain picture, and that the correct 
solution will be given on the screen during 
the showing of the picture. This will bring 
in all those who sent in replies and are 
anxious to learn the true solution. 

If you use the puzzle in a newspaper ad. 
tie it up with a special picture. Passes will 
do for awards. Announce in the ad that 
the correct solution will be posted in the 
lobby of the theatre during the first day of 
the run of the picture. This will bring 
them to your theatre to find the solution. 
Be sure that you have a fine lobby display 
on the picture, so that they will want to 
see the picture after you get them to your 
theatre. Or you can use the method men- 
tioned above giving the solution on the 
screen. 

You might tie up with a merchant and 
get him to offer prizes (all prizes should bo 
the same) to every ono sctuling in the cor- 
rect solution. Get the merchant to put on a 
sale of silk stockings and socks, and have 
him to award a pair to every person send- 
ing in correct solution. There will not be 
enough correct solutions to make this too 
costly for the merchant. The merchant 
should split even witli you on all expenses. 



"We do not entirely approve of the Ariato method 
of disposing of babies and do not believe this plan 
will meet the approval of this community, althouerh it 
might have worked out elsewhere. Would like some 
other comments. 

"In the next week's issue we ran the fol- 
lowing: 

**Only a few have criticized our plan of giving a 
baby away, but feeling that this a good, reliable, safe 
and quick plan for finding a suitable home for this 
little baby, we will take a chance and give him to 
one of the many applicants, Sunday, March 18. 

"When told of our plan the mother was perfectly 
satisfied and the baby won*t mind and we feel that 
you, the critics, will be gratified when you Icam that 
he will be adopted into a well to do family who are 
capable of giving him every comfort necessary for bis 
up-bringing. If you are not the lucky applicant, yon 
will certainly want to see the little darling. Sunday, 
March 18, at the Aristo when he is presented to his 
foster parents, who will then take out the necassary 
adoption papers. 

"We also advertised on the screen for ap- 
plicants and gave description of the baby, 
his age and name. We had a clothesline in 
the lobby with baby clothes hanging from 
it. 

"On the night the baby was given away, 
about showtime he was brought to town, 
dressed for the occasion. He was left in a 
car parked and guarded at the back en- 
trance. He was not fed for two hours pre- 
vious to presentation. 

"At the close of the show, the announcer, 
which in my case was the mayor, went to 
the stage with a pile of letters, stating that 
the manager had requested him to present 
little 'Emmett' to his foster parents. He 
read a few fake applications and assured 
them that the baby was not a cat, a pup. 
or chicken or a guinea pig, as some had 
guessed it would be, and after making the 
most skeptical believe it was a real baby 
and naming some of the married couples 
who had no children as applicants, also 
naming some of the prominent bachelors, 
stating that they had been trying to secure 
a wife in order to adopt him. he asked for 
the baby. It was brought in through a back 
entrance, wrapped in a baby blanket and 
nursing a bottle, all that was visible being 
the blanket and bottle. 

"The lucky applicant was named and 
asked to come forward. I had previously 
arranged for the trainer, dressed as a lady, 
to take him. Just at this moment I had 
the stage well lighted and sot the baby pig 
down in the middle of the stage in his loud, 
two-colored rompers and cap to match. My 
patrons arc still talking about that baby. 

"In commenting on tlic stunt the news- 
paper had this to say: 'Manager Dickson 
"knows his onions" and surely has original- 
ity when it comes to advertising.'" 



38 



EXfflBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 




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Wooley's "My Best Idea " Cost But 
$3.50, Yet It Drew Whole Town 

The outstanding feature of the "My Best Ideas" is the fact that most of them 
have cost but very little to put over. That shows that it is the idea behind the 
exploitation that counts. The "My Best Idea" of Ross H. Wooley, Manager of the 
Liberty theatre, Luveme, Alabama, who becomes M. B. I. Number 14, cost only 
$3.50 to put over, yet it set the whole town talking and filled every seat. 

that the title was the biggest thing to sell. 
I went out to a lumber mill and rented 
the biggest WHITE oxen they had. I 
don't know how much an ox should weigh, 
but he was about twice the average size. 

I draped him with a full size sign reading 
"SEE THE BLACK OXEN, LIBERTY 
THEATRE TODAY,' ' and hired an ox 
driver to lead him all over town with two 
cowbells on his neck. People at once began 
to razz me about using a WHITE OX TO 
ADVERTISE A BLACK ONE, and let me 
say that when you get them to talking, 
you have easy sailing from then on. 

We have just 350 seats to fill but our 
population is small, and the black oxen and 
the white oxen stood them up for perform- 
ance run of the picture, and the reason I 
say it is "My Best Idea," it cost me 50 cents 
for the white ox, one dollar for the driver, 
two dollars for the sign, and it brought 
them in and everybody enjoyed the picture 
because everybody was there, which proves 
that it is not so hard to please a large 
crowd as it is a small one. 



"My Best Idea" No. 14 

By Ross H. Wooley 

T AM always glad to get your magazine, 
-*- and it would be hard for me to estimate 
the value I have received from the different 
departments. 

The "Best Idea Club" is surely interesting 
to me, and as every exhibitor must have 
ideas of some sort, one of them is sure to 
be the best. I know that some of the 
REAL showmen might say that if an ex- 
hibitor in a town of 2,000 population were 
to have a very big idea, he would never get 
over it, and that might be right, but any- 
way we, large and small, are working for 
the same thing, selling seats, and at the 
same time, pleasing the people that buy. 

The best idea that I remember having, 
came to me some time ago following about a 
month the release of First National's "THE 
BLACK OXEN." I saw the picture before 
I played it, and with all due respect, it 
was nothing to brag about and I decided 



Production Hints from Edward L, Hyman 

Managing Director, Mark Strand Theatre, Brooklyn 



Richard Barthelmess in "The Noose" had 
three accompanying presentations on the same 
program, making a whole performance of 2 
hours and 5 minutes. The feature itself took 
up 1 hour and 18 minutes of this time 
while 7 minutes went to an overture, 11 
minutes to the Topical Review and 29 
minutes to the big stage production. 

Keeping up the new pace set up by the 
inauguration of the unit policy "Mark 
Strand Strutters," the stageshow, came up 
to its predecessors in every point. There 
was a colorful special setting with the band 
seated the same as for the "In Granada" show. 
This permits of very effective ground rows 
in front of each tier of the band. The whole 
show was backed up by a specially painted 
cyclorama in modernistic colors and style, 
with a "flash" effect for the finale. 

The presentation opened with the Eight 
English Mascots appearing "in one" in front 
of special draw curtains, doing a unique line 
dance. For the end of this number draw 
curtains opened, disclosing the full stage. 
Next came Collins and Brown, acrobatic 



dancers, who in turn were followed by two 
very young ladies, the Collette Sisters, sing- 
ing first, "I Told Them All About You" and 
then dancing to the music of "Charmaine." For 
the next number, the Novello Brothers, tum- 
bling fiddlers, did an act in the order of the 
Aurnaut Brothers. These were succeeded by 
Jules and Josie Walton, a brother and sister 
dancing comedy act, which went over very 
well. The next was "The Man I Love," a 
number by the band, with a vocal chorus by 
the Collette Sisters. For their second num- 
ber, the Novello Brothers pulled the "Whis- 
tling Birds," a pantomimic act. "Thou Swell" 
from "The Connecticut Yankee," was the 
number used for the finale, in which the en- 
tire company did something. 

The overture was "II Guarany," by Gomez, 
played by the famed Mark Strand Orchestra, 
Willie Stahl and Sascha Kindler conducting. 
Lights were as follows : color blend from 
bridge lamps on curtains ; lemon spots on ceil- 
ing and blue borders. For the finish of the 
overture dome lights white. 



Grayhill Makes 'Em 
Stop 9 Look at His 
Good Shadow Boxes 

J. S. Graybill, Capitol theatre, Bellaire, 
Ohio, is a believer in shadow boxes for the 
lobby, and he goes to a lot of pains and work 
to produce the right effects. He has found 
that if he does that, his shadow boxes will 
produce results, and he should know, for he 
has made hundreds of them. In his letter, 
here, he tells how he makes them. Notice 
the pictures on this page of his two shadow 
boxes mentioned here. 

Editor, "THE THEATRE," 
Dear Sir: 

I am a constant reader of your period- 
ical and enjoy it very much. I am inter- 
ested enough to compliment you on your 
"My Best Idea" plan, which I think con- 
tains some very good material. 

I am enclosing two photographs which 
I think will prove interesting to your host 
of readers. These are my shadow boxes 
used on "The Gorilla" and "The Cat and 
the Canary." 

On "The Gorilla" set I used the cus- 
tomary blinkers on the eyes of the gorilla. 
An amber light in the lantern over the bed 
and white glazed paper posted over the 
title below. The idea of hiding a man 
under the bed seemed to carry the correct 
comedy angle and attracted considerable 
attention. 

"The Cat and the Canary" shadow box 
is, in my estimation, a piece of real art. 
The plain black and white of the photo 
does not do it justice. The owl's eyes 
were green with the blinkers behind. The 
two windows in the tower were passed 
every two or three minutes by a form in 
black. It carried the creepy feeling de- 
sired and I received more comment on 
this shadow box from an artist's stand- 
point than any other I have ever designed 
— which has been hundreds. The bats in 
the front were mounted on gauze charlotia 
and the title down below worked in tricks 
of three, on and off. 

Some of these sweet days I am going to 
send in my "My Best Idea" and see if you 
can Bnd its equal. 

Yours very truly, 

J. S. GRAYBILL, 
Dept. of Advertising. 



Thanks for the letter, Mr. Graybill. We 
are waiting for that "My Best Idea" of 
yours. And, you exhibitors, doesn't what 
he say about "finding an equal" sort of 
sound like a challenge. Send in your "My 
Best Ideas," and we'll see if it equals the 
one Graybill promises to send in. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



39 



In My Opinion — 

[Letters from Readers] 



Hal G. Olson, of the Adlcr Theatre com- 
pany, Marshfield, Wisconsin, and also M. B. I. 
Number 9, believes he is the first theatre man 
to make use of cross-word puzzles in con- 
nection with a theatre. Do you agree with 
him? Here's his letter: 

Editor, "THE THEATRE," 
Dear Sir: 

There has been quite some little con- 
troversy over who was the £rst in this 
and that, who originated the "No Bull" 
racket, etc. While none of these claims 
seem definitely settled to date I am going 
to offer one of my own and while I do not 
choose to set myself up as the originator 
of this stunt I would like to know if any 
brother exhibitor used it prior to the date 
I mention. 

As near as I can recall it was about the 
15th of December, 1924, that I ran across 
a cross-word puzzle in a local paper and 
conceived the idea of putting it to work 
for the theatres. I drew a dummy from 
the newspaper cross-word and proceeded 
to fill it in with my own copy, using the 
names of several coming attractions, names 
of other theatres in our circuit and man- 
aged to work in the names of various busi- 
ness men or slogans for which they were 
glad to pay enough to cover my expense. 

At that time cross-words were all the 
rage and it is needless to say that the con- 
tests (one each week for several weeks) 
were a complete success. 

It is natural that a stunt as effective as 
the cross-word puzzle would eventually be 
put into use by theatre managers and it is 
possible that it was being used by many 
prior to the time I mention but if so I 
have never heard of it. 

With best wishes, I am very truly 
yours, 

HAL G. OLSON, 
Director of Publicity, 
Adler Theatre Company, 

Marshfield, Wis. 



Uses Singer During 
''Rose Marie ^^ Show 

Using a singer to sing during the showing 
of the picture, "Rose Marie," helped John J. 
Scanlon, manager of the Palace theatre, Tor- 
rington, Connecticut, and M. B. I. Number 8, 
to put over the picture in fine style. He 
writes : 

"Playing 'Rose Marie' this week and using 
a feminine singer to sing 'Indian Love Call' 
which fits in the picture very nicely and sends 
them out talking the picture in great shape. 
Anybody playing this picture misses a great 
bet in not using this stunt. 

"Also had two lobby shadow-boxes which 
were made to represent a mountain side %\ith 
hills for a background and the three-sheet 
cutout." 



Baby Photo Contest 

On a recent Thursday evening, Thurs- 
day being the poor night of the week, Man- 
ager Ward of the Queen theatre, Niagara 
Falls, Ontario, conducted a Children's 
r>eauty Contest in which .slides of 4S local 
children were thrown upon the screen. 
Awards were offered for babies, children 
from one to five years and from five to 10 
years, the applause of the audience determ- 
ining the winners. The attendance was so 
great that many people were turned away. 



Are Your Heralds Wasted by 

The Carriers? Try This Idea 

Did you ever pay out good money for heralds, only to find that the carriers 
threw them in a vacant lot or under a culvert? Of course you have, and it is a 
hard matter to get 100 per cent distribution. Perhaps this idea sent in by Eddie 
Kidwell, Arkansas City, Kansas, and M. B. I. Number 13, will help you: 



"I would like to suggest here an idea 
(it might be older than I, however) that 
might help those who do considerable bill 
peddling," says Eddie. "We do a large 
amount of advertising with the use of 
throwaways and heralds and naturally we 
use a number of boys. To keep them from 
becoming careless with the bills, especially 
after they have earned several passes, we 
hit upon the following scheme: 

"We organized the Burford Theatre club, 
which is composed of 20 boys under the 
age of 14. We keep a regular account of 



them and the amount of work each boy 
does. While the work is satisfactory, the 
boy is admitted to any show he may wish 
to see, with the exception of Saturday 
nights. 

"However, if any of them fail us, they 
are released and the passes canceled. As 
we always have a number of boys who wish 
to join the club, the members realize that 
they must do the work right. Since we 
formed the club, about nine months ago, 
we have received better distribution of our 
heralds than ever before." 




Pitllinti lU'ic lifr into a lutiisr itiinin! /Vie illifilriilinii ylioif. /iuhin /rixii iId liliniiir\ urui 
Marcli issues oj "I'hf Lurk I'lilcs." Iioiisf oriinit fur ihr MrMiruivillr ,i;Mits<-f;ifn< (.'(>ni/hifi\ , 
McMiiiniillf. Ore. piihlislnil by Miss Irsiiln Multfchcrk. .Vo/icr hoif much /ii c/icr ihc 
front /xiar for Mnrrli is. and litis iipplirs to tin' iiisidt' fuigcs its tivU. Thr iisr ni a Imnnrr 
headline and lliree-liitc oni--ri>ltniiii heath does this. The ads haw hern improved by the 
use of stock illustrations. This made a biii hit icilh the adi ertisers. Constant iniprofement 
is the aim of Miss Mattecheck. and other e.xJtibitors can uell copy her plan. 



40 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Y^ 



SERVICE TALKS 



171- 



Incorporated in this department of Exhibitors Herald, which is a department containing news 
formation and gossip on current productions, is the Moving Picture World department, "Through 

the Box Office Window." 



"THE PATSY" 

In no sense because my favored daughter 
responds to the name of Patsy, a circum- 
stance which I might suspect of influencing 
another judgment, I hereby pronounce "The 
Patsy" the best picture in which Miss Marion 
Davies has appeared to date. I do not except 
"When Knighthood Was in Flower," which is 
as different as it is possible to make a picture, 
and I put no qualifications upon my pronounce- 
ment. "The Patsy" is an evening's entertain- 
ment in every sense of the phrase. 

The gag captions with which Miss Davies' 
recent pictures have been overstocked are here 
in even greater number, but this time they are 
here simply and plainly as gag captions in a 
story that simply and plainly incorporated gag 
captions, and they click accordingly. Further, 
it is evident that these gag captions were known 
at the time the scenes were being enacted, 
which any picture maker will tell you is a 
great little help. 

Miss Davies is, in this picture, the younger of 
two daughters. Miss Marie Dressier (if I 
haven't confused those names again) is her 
mother and for most of the way the star of the 
picture, although Miss Davies honestly wins 
the electrics when she goes into her imper- 
sonations of contemporary screen ladies. There 
are a lot of other good people in the picture, 
too, and more good situations, sequences and 
incidents than are to be met with in any ordi- 
nary, or even extraordinary, dozen pictures that 
come out of the West. 

I presume the title has a significance, but I 
do not know what it is and I do know that the 
picture would be just as funny, just as enter- 
taining and just as remarkable if it were called 
anything else. It rocked the Oriental theatre 
audience, my usually unrockable self included, 
and I ask to see no better picture with Marion 
Davies or anyone else in it. 

"DRESSED TO KILL" 

It is a bit astonishing, I think, to find in 
"Dressed to Kill," which names no city or 
town as its locale, a more faithful picture of 
the Chicago type of criminality than is to be 
found in any of the pictures plainly labeled 



T. O. Service 

as representative of this place. It is only nor- 
mal, however, that "Dressed to Kill," having 
this advantage, is a more interesting crime pic- 
ture than any of the others. 

The crime in "Dressed to Kill" is compe- 
tent, sightly, logical crime. Robberies are 
plotted and carried out in business-like man- 
ner. Police are competent persons whose busi- 
ness it is to combat criminals and who conduct 
that business in normal, human fashion. Cause 
begets result, normally, and forces involved 
work out their various destinies normally and 
to the satisfaction of the beholder. Naturally 
enough, these circumstances combine to make 
"Dressed to Kill" the best of the crime pictures 
I have seen. 

Edmund Lowe is the principal criminal of 
"Dressed to Kill" and Mary Astor is the girl 
in the case. I am unfamiliar with many of the 
other faces in the picture, but I seem to have 
seen them somewhere at some time, which may 
or may not mean in pictures. All are good. 

And I must add a paragraph of thanks to 
the Fox company for not pinning the badly 
frayed Chicago label to "Dressed to Kill." 

"A NIGHT OF MYSTERY" 

I HAD heard, from one who went to see it 
because of my untiring praise of Mr. Adolphe 
Menjou's pictures, that "A Night of Mystery" 
was a terrible thing. It is nothing of the sort, 
although I feel I should explain my friend's 
reasons for calling it that. The fact is, as I 
could not foresee, that while "A Night of Mys- 
tery" is an excellent picture, it is not a Menjou 
picture at all. By that I mean that it would 
have served as well, in many ways much better, 
as a vehicle for any one of a dozen other male 
actors. Menjou should have other things to 
work with. 

"A Night of Mystery" is a well conceived 
and admirably executed murder mystery story. 
Although laid in France, it is in the plot mold 
of the old Scotland Yard detective pieces which 
never have been given proper attention in pic- 
ture-making. Circumstances are established 



which make it impossible for the hero, who 
knows the murderer, to bare his knowledge of 
the facts. Then circumstances are made to 
work out the solution of the case. This is the 
manner of pure fiction, of which the screen 
gets almost none, and for this reason the pic- 
ture is a highly laudable production. 

I must remonstrate, of course, against the 
taking of my good friend Menjou out of his 
happier medium and into this type of story. 
Hollywood's streets are jammed with actors 
who can do this sort of story well enough, but 
there are no other actors who can do the typ- 
ical Menjou story as Menjou does it. Addi- 
tionally, the world evinces an increasing de- 
mand for the Menjou type of story, and there 
is no increase in the supply of actors to perform 
in them. I must insist that Mr. Menjou be 
kept in his sophisticated, polite, keen-edged 
satires. He does this other type of thing ad- 
mirably, of course, but Paramount would not 
employ Lindbergh to drive a plow. 



A 



AND NOW MR. JENKINS 



ND now, Mr. Jenkins, we will take up the 
little matter of your remarks concerning the 
oversigned in the last preceding issue of the 
Exhibitors Home Journal. In the first place^ 
I thank you for the insinuation that persons 
read this page only after your Colyum palls. 
This is, I think, the highest praise I have re- 
ceived in all these years, for it makes me seem 
(mind you, only seem) more interesting than 
yourself. Of course, I do not believe any- 
thing of this kind for a moment (Mr. Shreck 
will attest that I have not applied for a raise 
in years), but it is very pleasant, nevertheless. 

And for that last line, if I must take the 
field in self-defense, anyone knows it would 
read: He fills a want none others need. (We 
will not go into the matter of the beer content 
at this time.) 

And — and this is positively the last "and" — 
I will be more than pleased to attend your 
gathering of the gang at Alexandria, but I will 
not under any circumstances perform as mas- 
ter of ceremonies. This, I feel, is a duty to 
the trade which you can no longer evade. We i, 
will consider that aspect of the matter settled. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



41 



Y^ 



NEW PICTURES 



In "New Pictures" the EXHIBITORS 
HERALD and MOVING PICTURE 
WORLD presents in concise form infor- 
mation on current and forthcoming attrac- 
tions. 

The facts as presented will serve exhib- 
itors in booking and in the preparation of 
their advertising campaign. 

BROADWAY MADNESS: Excellent drama, with 
Marguerite De la Motte, Donald Keith, Betty Hil- 
burn, Margaret Cloud, George Cowl, Louis Payne, 
Robert Dudley, Orral Humphreys, Thomas Ricketts, 

Alfred Fisher, and Jack Haley. Directed by 

Releaeed _ Length 

TYPE AND THEME: The story of the cabaret 
girl who goes to the village, falls in love with a 
hick, and abjures the city forever, Maida is the 
girl, David the hick. But they do not meet until 
Maida, assisted by a lawyer, goes to David's hom.e- 
town as his cousin to collect an inheritcmce due him 
if the cousin were dead. She is disgusted when 
she learns that the will requires her to remain in 
the village for two years, but far more disgusted 
when she finds herself falling in love with David. 
It is this love which makes her confess her decep- 
tion. Then she races for the train. But David 
catches her and claims her for his wife. 



DESERT BRIDE, THE: Columbia melodrama, with 
Betty Compson, Allan Forrest, Edward Martindel, 
Otto Matiesen', R'oscoe Karns, and Frank Austin. 

Directed by Walter Lang. Released . 

Liength _ 

TYPE AND THEME: With the French and the 
caliphs in Arabia. Diane Duval and Captain de 
Florimont ojre definitely attracted to each other 
when they meet at a military ball in Jebbel Abbas. 
Leaving on a mission of espionage, he tells her he 
will be back in two days. Three days pass without 
his showing up. Diane, rebuffed by the comman- 
dant, goes to Kassim's palace where de Florimont 
has been brought in a captive. In an effort to 
extract information from him, the Arabians put 
Diane up for sale He is adamant Being led 
past de Florimont she breaks away and loosens his 
bonds and they hold the Arabians at bay until 
the French troops come to sa/ve them. The tivo 
lovers ride away into the desert. 



DOMESTIC TROUBLE: Warner Brothers comedy, 
with Clyde Cook, Louise Fazenda, Betty Blythe. 
Jean Laverty, and Arthur Rankin. Directed by 
Ray Enright. Released Length...^ _.. 

TYPE AND THEME: Comic capers built 
around the man-andr-his-double idea. Clyde Cook 
plays the dual roles of Ja/mes and Horace exact 
twins, though James is a cut-up, while Horace is 
circv/mspect. James' wife, Carrie, goes away, and 
Ja/mes is put in jail for speeding. He telephones 
Horace to double for him at home. Carrie soon 
returns, taking Horace for James. Horace invites 
her to a night club, where they find Horace's wife, 
Grace, who thinks her husband is her brother-in- 



law. Grace goes to James' home with them, where 
upon flirting with Horace, she discovers he is her 
husband. James turns up at about that point and 
the brothers assume their real identities — such as 
they have. 

* * » 

DRESSED TO KILL: Pox melodrama, with Edmund 
Lowe, Mary Astor, Ben Bard, Charles Morton, 
R. O. Pennell, Robert Perry, Joe Brown, Tom 
Dugan, John Kelly, and Robert E. O'Connor. 
Directed by Irving Cumminge. Released March 
18. Length . 

TYPE AND THEME: A crook story from one 
of the popular angles but with an unusual finish. 
Barry is quite the gentleman and decidedly the 
clever felon. He plans robberies of character, 
which the mob executes under his direction. Jeanne 
comes into his life in a rather mysterious fashion 
and being bea/utiful, she inspires Barry to provide 
her with an apartment and engdge her as a 
"stall-moll." His advances she cleverly wards off 
— the more easily done because Barry dearly loves 
her. A daring fur robbery is planned. Jeanne is 
to assist. All is ready. And Jeanne tips off the 
store. The Mob decides to kill her. Barry tries 
not to believe she is a "stool pigeon" until she asks 
him to get her certain bonds. He grasps her 
throat. She confesses her identity and her mis- 
sion — it is to save from prison her fiance, who is 
accused of theft of the bonds. Barry gets the bonds 
from his safety deposit vault. He gives them to 
her. He takes her past the waiting gang in the 
street to a taxi. She rides away. He faces the 
gangsters, shoots it out with them, and is killed. 



ESCAPE, THE: Fox melodrama, with William Rus- 
sell, Virginia Valli, Nancy Drexel, George Meeker, 
William Demarest, and James Gordon. Directed by 
Arthur Rosson. Released April 1. Length. 

TYPE AND THEME: Bootleggers, degradation, 
and the escape of three who deserve a better life. 
Elliott starts out as a doctor but is ruined by 
booze. He takes a barkeep job in Magee's Blue 
Moon. There is May, whom Elliott had run across 
in the slums while interne in a hospital. May 
has a sister ivhom she is keeping in boarding school. 
One day the sister turns up, having eloped with 
Trigger, a bootlegger. May and Elliott start to 
effect her escape — and incidentally their own. There 
is considerable gun-play and violence at this point. 
And out of it comes the safety of the sister and 
the prospect of love and happiness for Elliott and 
May. 

• * * 

LADY BE GOOD: First National comery-drama. 
with Jack Mulhall, Dorothy Mackaill, John Miljan, 
Nita Martan, Dot Farley, James Finlayson, Aggie 
Herring, Jay Eaton, Eddie Clayton, and Yola 
d'Avril. Directed by Richard Wallace. Released 
Length _ 

TYPE AND THEME: The love troubles of a 
couple of vaudeville performers. They have a 
"magic" act which they hope to put on in New 
York, where they are to be married. But they 
run out of bookings attd are forced to postpone 
the wedding. Jack is very jealous of Mary, and 
their quarrels over other 7nen end finally in their 



estrangement. Mary goes into another act. Jack 
gets another assistant and a booking for the 
"magic" act. Mary's boss is too attentive. Jack's 
assistant is dumb. They are united when Mary ap- 
pears out of the magic box, instead of the assistant. 
And there on the stage they embrace, making a big 
hit and thus earning a Bigtime booking. 



SKINNER'S BIG IDEA: FBO comedy-drama, with 
Bryant Washburn, William Orlamond, James Brad- 
bury, Sr., Robert Dudley, Ole M. Ness, Charles 
Wellesley, Martha Sleeper, and Hugh Trevor. Di- 
rected by Lynn Shores. Released May 11. Length 



TYPE AND THEME: More farce about the 
well known fellow of fiction, SIcinner. Because he 
made a dress suit farmous, he is given a partnership 
in the firm of McLaughlin and Perkins. His first 
job is to fire three old employes, who have long been 
close friends. But he decides to make them young 
again — that's his big idea. He hires a young actress 
as his secretary, then goes on a vacation. The 
girl starts the old fellows to take up golf, physical 
culture and "swell" dressing. Perkins wires that 
a buyer is coming to the office. The three old 
fellows are playing golf. Perkins thinks Skinner 
lias a light-headed office, but changes his miyid 
when the buyer is found playing golf with the 
rejuvenated employes, who have his order secure. 



UPLAND RIDER, THE: First National Western, 
with Ken Maynard, Marion Douglas, Lace McKee, 
Sidney Jarvis. Robert Walker, Bobby Dunn, David 
Kirby, and Robert Mialsh. Directed by Albert 
Rogell. Released Lengrth 

TYPE AND THEME: Maynard Western, with 
special work for Tarzan, his horse, .is Dailey, he 
is foreman of the ranch of Graham, who breeds 
prize broncos. Comes Chcswick into the country, 
bringing his thoroughbreds. There's to be a cross- 
country race, the winner to get the big army con- 
tract. Tarzan, a likely winner, is captured by 
Cheswick but escapes, luring away tlu tatter's 
Raiven. Dailey is accused of horse stealing, but 
Tarzan gives himself away and is jailed. Dailey 
gets him out, hoivever, and rides him to victory 
in the race. Sally is his reward. 



WYOMING: Metro-Goldwyn-Ma>-er Western, with 
Tim McCoy. Dorothy Sebastian, Charles Bell. Wil- 
liam Fairbanks, Chief Big Tree, Goes-in-the-Lodge. 
Washington Blue, and Bert Henderson. Directed 
by W. S. Van Dyke. Released March 24. Length 
4,435. 

TYPE AND THEME: Something for skUlful 
and gallant Tim McCoy. He is a young cavalry 
lieutenant in this one. The Indians are on the 
warpath, so Lieut. Colton stops Samantha from 
driving her tcagon train to her destination. .At a 
dance that night she tries to eoaje him to let her 
go, but all she succeeds in doing is to make him 
veri) much in love with her. Samantha. koicci-er. 
starts out with her caravan the next day and is 
captured by the Indians. Colton arrives in tin\c to 
save her. 



This JFeek's Press Sheet 



THE ESCAPE (Fox melodrama): A magic lantern often 
draws the attention of the public. Arrange with a merchant 
who sells such lanterns to operate one in his window and oc- 
casionally put in a slide advertising the picture. Slides can 
be made from stills of the picture. You can tie up with many 
of the merchants of your town on placards with this kind of 
copy: "The Escape from the high cost of living is yours when 
you buy here. See 'The Escape,' a story of life and love at the 
theatre (Date)." Similar copy will work in coopera- 
tive newspaper ads. Some big store that features a bargain 
day should offer a good chance for this idea. It means no 
extra expense to them and gives an added twist to the ad, 
particularly if the store is willing to make some arrangements 
for taking a block of matinee tickets. The tickets should 
carry copy advertising both store and theatre and should 
specify the matinee for which they are good. • . . Posters 



of the following can be thrown around the town: "You Can't 

Escape, there is no way out of it — the offers the best 

entertainment. 'The Escape' is now showing at the 

theatre." . . . Tie up with your washing machine dealer. 
Copy should read, "The Escape from heavy household labor is 
yours when you use a (Name of brand of washing machine). 
Get more leisure hours. For recreation see 'The Escape,' fea- 
turing Virginia Valli and William Russell, a William Fox pic- 
ture at the theatre. (Date)." Similar tie-ups on 

heaters and fans call for copy like these: "To escape the cold 
weather use (Name of heaters)." — "To escape the heat use the 
(Name of fan) and get real enjoyment during the hot season." 
Copy for a tie-up with a jeweler is as follows: "There is no 
escape from the fact that the (Dealer) offers the most attrac- 
tive bracelets, etc. See "The Escape' at the theatre 

(Date)." 



42 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Y^ 



QUICK REFERENCE PICTURE CHART 



Incorporated in this department of Moving Picture World is the Exhibitors Herald department, 

"Available Attractions." 



The key to abbreviations used in denoting the type of picture: 
C — Comedy F — Farce 



D— Drama 
R — Romance 



M Melodrama 

W — Western 



My — Mystery 

Where the picture is a comedy-drama, comedy melodrama, etc., 
there is a combination of these abbreviations. Stars denote 
reissues. 

The dates prior to January 7 published under the "Review" 
column are those of the issues of Moving Picture World in v/hich 
the pictures were reviewed. The January 7 and subsequent dates 
are those of the issues of EXHIBITORS HERALD and MOV- 
ING PICTURE WORLD in which "Service Talks" have been 
published on pictures. 

The dates prior to January 7 published under the "New Pic- 
tures" column are those of the issues of EXHIBITORS HERALD 
in which "New Pictures" information was printed. The January 
7 and subsequent dates are those of the issues of EXHIBITORS 
HERALD and MOVING PICTURE WORLD in which this in- 
formation will be printed. 



Length Titia and Players 



Released 



New 
Pictures 



Reviews 



Columbia 



1927 



1927 



Length Title and Players Released 

6831 Alias the Lone Wolf (D), LyteU-WUson Aug. 22 

Blood Ship, The (M), Bosworth-Logan. Aug. 10 

By Whose Hand? (MyD), Cortez-GUbert Sept. 15 

College Hero, The (CD), Agnew-Garon. Oct. 9 

Fashion Madness, Windsor-Howes - Deo. 8 

Isle of Forgotten Women (D), Tearle-D. Sebastlan-Sept. 27 

Lone Wolf Returns (M), Lytell-Wilson. 

Opening Night, The (D), Wlndsor-J. Bowers Nov. 14 

Pleasure Before Business (F), Davidson 

Sally in Our Alley (M), Mason-Allen. Sept. 3 

Screen Snapshots , - — j.. 

Siren, The, T. Moore-Ilevier Dec. 20 

Stage Kisses (D), Harlan-Chadwick — J^OT. 2 

Stolen Pleasures (CD), Bevler — ....^ 



6843 
5432 
6628 
5613 
5645 
5750 
6524 
6569 
6892 
1000 
6996 
6436 
6054 
C103 
6357 
6426 
6791 

1928 



New 
Pictures 
Jan. 7 
Dec. 3 
Dec. 31 

Jan. 14 
Dec. 3 



Reviews 
Oct. 1 
July 23 



Jan. 14 
..jiily 31 



..May 14 



Sweet Rosie O'Grady (CD), Mason 

Tigress, The (M), Holt-Bevler_ 

Wandering Girls (CD), Bevler-Agnew 

Warning, The (M), Holt-Bevler 



..Oct. 21 





Al1g •>.» 


Jan. 21 
Jan. 7 


Jan. 21 




._..Oct. 2 



Lady Raffles, Taylor-Drew 1 Jan. 25 

So This Is Love, Mason-CoUler....- Feb. 6 

Sporting Age, The, Bennett-Nye....^ Mar. 2 

That Certain Thing, Dana-Graves Jan. 1 

Wife's Relations, The, Mason-Glass — Jan. 13 

Woman's Way, A, Baiter-Llvlngston. ^ Feb. 18 



Dec 3 

Feb. 26 
Feb. 25 
Mar. 24 
Jan. 28 
Feb. 11 



1928 



Cranfield & Clarke, Inc. 



1927 

2000 Angelus. The (D) 

JOOO Real Charleston, Lesson Novelty _- 

Wooden Shoes, International _ 



1927 



....May 15 

Apr. 24 

....May 8 



Length Title and Players 



Released 



New 
Pictures 



Reviews 



Emblem Films 



1927 

6250 Husbands or Lovers, Jannlnga 



1927 



Excellent 



6980 



6912 



6792 
7393 
6337 
5867 
5750 

1928 

6400 



Back to Liberty (D), Walsh-Hall 

Bowery Cinderella, A (D), O'Malley-Hulette 

Broadway Drifter (D), Walsh-Hall 

Broadway Madness (D), De la Motte-Kelth 

His Rise to Fame (D), Walah-Shaw 

Nest. The (D), Frederick-Herbert 

Striving for Fortune (D), Walsh-Roberts 

Your Wife and Mine (F), Haver-Holmes _. _..., 

Winning Oar, The (D), Walsh-HalL _..... 

Satan and the Woman (D), WIndsor-Keefe. 

Stronger Will. The (D), Marmont-Carewe 

Women Who Dare (D), CHiadwlck-Delaney 



-Nov. 15 
.May 1 
Nov. 1 

'.Feb. is' 
.Aug. 1 
.Jan. 15 
.Sept. 1 
.June 1 

.Jan. 20 
.Feb. 20 
.Mar. 20 



Mar. 24 

Mar. 24 
Mar. 24 


Nov. 26 


Mar. 3 
Mar. 17 




Feb. 26 
Feb. 25 


1928 







FBO 



1927 

4785 
4868 
4910 
4837 



Aflame In the Sky (M), Luden-Lynn... 

Bandit's Son, The (W), Bob Steele 

Boy Rider, The (W). Buzz Barton...- 

Breed of Cnurage (D). Banger 

Cherokee Kid, The (W), Tyler-Lynn... 



Dec. 18 

Nov. 20 

_.Oct. 23 
-Aug. 7 
-Oct. SO 



Dec. 10 
Dec. 10 
Dec. 3 



1927 



Oct. 8 



Not. 26 



5701 
5093 
4754 
5723 
4913 

6300 
6507 
7014 
6240 
5665 
5186 
6481 
4536 
6515 
5181 
6807 
4924 
6680 
6885 
6412 
4949 
6140 
4721 

4941 
6004 
6476 
4886 
4565 
6388 
4892 
5807 
4898 

1928 



Clancy's Kosher Wedding (CD), George Sidney Sept. 17 

Coward, The (D), Warner Baiter .: Aug. 21 

Desert Pirate (W), Tom Tyler...- _ Dec. 25 

Don Mike (RD), Fred Thomson 

Flying U Ranch, The (W), Tom Tyler. Sept. 4 

Gambler's Game, The (W), Tom Tyler Oct. 30 

Gingham Girl, The (C), Lois Wilson. Oct. 2 

Great Mail Robbery, The (M), Von Eltz-Nelson Aug. 15 

Harvester, The (D), Orville Caldwell JSIov. 23 

Hook and Ladder No. 9 (D), Ed Hearne Nov. 13 

In a Moment of Temptation (M), Kit Guard Sept. 18 

Jake the Plumber (C), Jesse De Vorska...-' Oct. 16 

Judgment of the Hills (D), Darro-Vallj Nov. 6 

Lightning Lariats (W), Tyler 

Little Mickey Grogan (D), FranMe Darro Dec. 27 

Loves of Ricardo (D), Beban , June 17 

Magic Garden (D) 

Mojave Kid, The (W), Bob Steele.. _ 

Moon of Israel (D), Maria Corda 

Mother (D), Belle Bennett. 

Moulders of Men( M), Frankle Darro.. 

Naughty Nannette (CD), Viola Dana _. 

Not for Publication (M), Halph Ince 

Outlaw Dog (M), Banger 

Racing Romeo (D), Bed Qrange.- 



_Sept. 10 
..Sept. 10 



.Jlu. S 



Not. 2S 




July SO 

.-Jml7 i 

Not. 1» 

Not. 28 

.JHa. 10 



Dec. 17 
Deo. 31 



Ang. SO 
-Jan. IS 



...Sept. 25 



-Aug. 31 



Ranger of the North (D), Ranger 

Shanghaied (M), Ralph Ince 

Silver Comes Thru, Thomson.... 

Slingshot Kid, The (M), Buzz Barton.... 
Sonera Kid (W), Tyler 



Oct. 

Oct. 



19 
Idoo. 4 



South Sea Love (D), Patsy MiUer .. -Dec. 

Swift Shadow, The (D), Ranger Dec. 

Tarzan and the Golden Lion, A Jungle Fantasy — 

When the Law Ridei (W), Tyler-Darro June 



6267 
6375 



5511 



4770 
4813 

6148 
6144 

6771 
4801 

4785 
4781 
4884 
6419 
4729 



Alex the Great (M), Skeets Gallagker — 
Bantam Cowboy (W>, Buzz Barton.. 



Beyond London's Lights (M), Lee Shumway...j 
Breed of the Sunsets (W), Bob Steele.. 



Chicago After Midnight (M), Ince-Mendez 

Coney Island (D), Lois Wilson.. 



Jklay 13 

Aug. 12 

Mar. 18 

Apr. 1 

Mar. 4 

Jan. 13 

-Apr. 7 

Jan. 15 

-....May 28 

June 10 

Ian. 1 

.-..-Feb. 6 

-July 1 

Freckles (D), Stratton-Fox. Jr - — Mar. 21 

Her Summer Hero (CD), Blane-Trevor Feb. 12 

Law of Fear (D), Ranger . — Apr. 8 

Legionnaires In Paris (C), Cooke-Guard Jan. 31 

Little Buckaroo, The (W), Buzz Bartoa.- Mar. 11 

Little Yellow House, The (D) -._ Apr. 24 

Man In the Rough (W), Bob Steele May 20 

Phantom of the Range (W), Tom Tyler. _..Apr. 22 



Crooks Can't Win (D), Thelma HllL.-^ — 

Dead Man's Curve (D), Fairbanks, Jr 

Devil's Trade Mark (D), Belle Bennett — 

Dog Justice (D), Ranger . 

Driftin' Sands (W), Bob Steele 

Fangs of the Wild (D), BauKer 

Fightin' Redhead (W), Buzz Barton... 



4793 



6329 
4805 



Pinto Kid, The (W), Buzz Barton. Apr. 29 

Red Riders of Canada (M), P. B. MlUer Apr. 16 

Riding Brigade (W), Bob Steele....- Feb. 19 

Sally of the Scandals (M), Bessie Love July 15 

Skinner's Big Idea (M), Bryant Washburn. May 11 

Texas Tornado, The (W), Tom Tyler Feb. 26 

Trail of Courage, The (W), Bob Steele July 8 

Wallflowers (D), Trevor- Scott. Feb. IS 

Wizard of the Saddle (W), Buzz Barton. Jan. 22 



First Division 



1927 

5400 
5960 
5600 
5900 
5800 
6700 
5750 
6700 
6700 
5700 
5600 
5700 

1928 

6500 
6300 
6200 



Comrades, Costello-Hughes 

Death Valley (W), CarroU Nye 

Eager Lips, Garon 

Finnegan's Ball (C), Mack Swain 

Ladies at Ease (CD), Garon-Short _ 

Ladybird, Compson - - 

Naughty, Garon 

Polly of the Movies, Short-Robards 

Ragtime (D), De La Motte_ 

Return of Boston Blackie (D), Glenn-Palmer.. 

Say It With Diamonds, Betty Compson...- _ 

Temptations of a Shop Girl, Compson. 



Fagasa, Raymond Wells _ 

Masked Angel, Betty Compson 

Souls Aflame, Raymond Wells 



First National 



Jan. 1 

—.Sept. 1 
.....Oct 1 

Sept. 15 

Nov. 16 

— Aug. 1 

Nov. 1 

Oct. 15 

Sept. 1 

-...Aug. 1 
-...Aug. 15 
.-..Nov. 1 

Apr. 1 

Mar. 1 

Mar. 15 



1927 

6300 All Aboard (C), Hlnes-Murphy- 



6333 American Beauty (CD), Dove-Hugbes— 

6433 An Affair of the Follies (0), Dove-Hughea 

6222 Breakfast at Sunrise (CD), C. Talmadge 

6765 Broadway Nights (D), Wilson-Hardy. 



-May 8 
-Oct. » 
-Feb. 13 
-Oct. 23 
-May 15 



...Dec. 10 
Dec. 3 
Dec. 3 

Deo. 10 



...IWi. S6 
..jMg. 6 
..Jaly 9 
-Mmi. 19 
..Jmr. 9 
-JOT 9 
...Inly S3 
-Apr. 38 



Attc SO 
..May S8 



-Mar. t 



Not. 12 
Dea 10 



...Apr. S 



Feb. 11 



1928 



Feb. 


11 


Feb. 


11 


Jan. 


21 


Dec. 


17 


Feb. 


11 


Dec. 


17 


Mar. 


3 


Dea 


17 


Jan. 


21 


Feb. 


11 


Feb. 


4 


Jan. 


21 


Feb. 


11 


Dec. 


10 



Feb. 18 
Mu. 17 





Feb. 11 




Jan. 21 




Feb. 4 




Jan. 21 
















Feb. 4 






Dm. S4 


1927 






Jan. 7 






Oct IK 






Jan. 7 




Nov. 26 


Sept. 3 






1928 






1937 

Atvp * 


Not. 19 


Oct. 2S 
... M»r K 


Nov. IS 


Not. 2« 
„ May n 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



43 



Length Title and Playen 



Released 



New 
Picture« 



Reviews 



S730 

7724 

6386 

6688 

6802 

S400 

5282 

7133 

6288 

6118 

6190 

6524 

6400 

6720 

6718 

6550 

5256 

7388 

6621 

6642 

5434 

7846 

6620 

6040 

6431 

6734 

11414 

6982 

6897 

6400 

6219 

6477 

6606 

6800 

6548 

7179 

6000 

7400 

7419 

6774 

6868 

7833 

6380 

6324 

6409 

1928 

eslo 

6800 



Camllle (D). N. Talmadge-Itoland Sept. 4 

Convoy (D), Sherman-MackaiU _ - Aur. 24 

Crystal Cup, The (D), Mackaill-MulhalL Oct. 16 

Dance Magic (D), Lyon-Starke June 12 

Drop Kick. The (D), Barthelmess-Rerter. Sept. 26 

Easy Pickings (MyM), NUsson-Harlan. ..Feb. 20 

Framed (D), SiUs-Kingstcn. _ '""e 19 

Gorilla, The (My), Murray-Kelsey Nov. 13 

Gun Gospel (W). Maynard-Faire Nov. 6 

Her Wild Oat (C), Moore-Kent. -..- O^"- 26 

High Hat (CD), Lyon-Brlan.. Mar. 13 



..May 2 

_.May 21 

Oct. 29 

..Aug. 13 



Home Made (C), Hines-Daw.. 



Nov. 20 



Jan. 7 
Dec. 17 
Dec. 3 

Nov. 26 



..Feb. 26 
..July 9 
Nov. 26 



Lady in Ermine, The (D), C. Qrifflth-Bushman, J""- " 

Life of Riley, The (C), Murray-Sidney ?'*?'•„ 

Lonesome Ladies (CD), Nllsson-Stone ■'^ ' 

Long Pants (0), Langdon-Bonner..... AP""- 1" 

Lost at the Front (C), Murray-Sidney ^ay Z9 

Love Mart, The (D), Dove-Roland "'"'■ , 

Lunatic at Large, The (C). Errol-MackalU _:!?"■ , 

Man Crazy (CD), MackalU-Mulball. , '• ,' 

Masked Women, The (D), NUsson-BUnn-Hansen. y^' g 

McFadden's Flats (C), Murray-Conklln. 1J°' ,. 

Naughty But Nice (C), Moore-Reed....... ^r? f^ 

Notorious Lady, The (D), Bedford-Stone net.' 'M 

No Place to Go (C). Hughes-Astor _ j^^^ g 

Orchids and Ermine, Moore-Mulhall ^' 04 

Patent Leather Kid, The (D), BatheIme3s-0"Day.....jan \g 

Perfect Sap, The, (CD), Lyon-Starke .„. . 

Poor Nut, The (C), Murray-Mulhall _ 

Prince of Head Waiters (D), Stone-Tashman. July 17 

Red Raiders, The (W), Maynard-Drew _ gg-^^ ^ 

Rose of the Golden West (D), Astor-BoIand..._ Qct 2 

Sea Tiger, The (D), SiUs-Astor _ p^^ 27 

See You in Jail (C), MulbaU-Day. ^p^' j^ 

Smile, Brother, Smile (C), Mulhall-MackaiU- -Sept 11 

Stolon Bride, The (D), Hughes-Dove -Aug 14 

Sunset Derby (D), Astor-Collier. june 6 

Tender Hour, The (D), Dove-Lyon - _ May 1 

Texas Steer, A (CD), Rogers-Fazenda. -Dec. 4 

Three Hours (D), Grifflth-Bowers. —Apr. 3 

Three's a Crowd (C), Langdon-McConnelL Aug. 28 

Twinkletoes, Moore-Harlan 

Valley of the Giants (D), Sllls-Kenyon,.... _ Dec. 11 " 

Venue of Venice (CD), Talmadge-Moreno Mar. 20 

White Pants Willie (C), Hines-Hyams _ July 24 



_Mar. 19 
Oct. 29 
_Jan. 8 
.Oct. 1 
..Sept. 24 
_Apr. 9 
_June 25 



Nov. 12 



Nov. 19 



6844 



7331 
6485 
8188 

6212 



Big Noise, The, Conklln-White -..Mar. 26 

Burning Daylight, SUls-Kenyon _ Mar. 11 

Canyon of Adventure, Maynard ipr. 29 

Chaser, The, Langdon. „ -....Jeb. 12 

Chinatown Charlie, Hlnes _ ....Apr. 16 

Flyini Romeos, Murray-Sidney Feb. 26 

French Dressing, Warner-WUson _ Jan. 15 

Harold Teen, Lake-Brian May 27 

Heart of a Follies Girl, Dove-Kent-Shennan Mar. 18 

Helen of Troy, Stone-Corda-Cortez _ Jan. 8 

Ladies Night, Mackalll, Mulhall Apr. 1 

Lilao Time, Moore-Cooper _ Apr. 22 

Little Shepherd of Kingdom Come, Barthelmess- 

Mad Hour, O'Nell -Kent-Sherman.... _ Mar. 4 

Hawks Nest, The, Milton SiUs May 6 

Noose, The, Barthelmess, Joyce _ Jan. 29 

Sailors' Wives, Hughes. Astor. _ Jan. 22 

Shepherd of the Hills, Francls-O'Day.... _ Jan. 1 

Three Ring Marriage, Hughes-Astor Apr. 29 

Wagon Show, The, Maynard.... Feb. 19 

Whip Woman, The, Taylor-Moreno _ Feb. 5 

Yellow Lily, The, Dove-Brooks „ May 20 



Fox 

1927 

6498 Ankles Preferred (CD). Bellamy..... _Feb 20 

4665 Arizona Wildcat, The (W), Tom Mix _ Nov 20 

5800 Auctioneer, The, Sidney ^jan 16 

4777 Blackjack (W), Buck Jones Sept 25 

4656 Blood Will Tell (W), Buck Jones Nov. 13 

6425 Broncho Twister (W). Mix Mar 13 

6078 "Cameo KIrby (D). John Gilbert Aug. 28 

6333 Chain Lightning (W). Buck Jones Aug 14 

4810 Circus Ace, The. Mix....- June 28 

4300 Come to My House (CD). Olive Borden Dec. 25 

6381 Cradle Snatchers (FC). Fazenda. June 6 

8154 East Side. West Side (D). O'Brlen-VaUl Oct. 9 

6624 Gay Retreat. The (C). Cohen-MoNamara _ .Sept. 25 

4545 Good as Gold (W). Jones....- June 12 

6617 Heart of Salome (MyR). Rubens May 8 

6516 High School Hero (C). Phlpps-Stuart Oct. 16 

4983 Hills of Peril (W), Jones — May 1 

4851 'Honor First (D), John Gilbert _Sept 18 

6940 Is Zat So? (CD). O'Brien-Lowe „. May 16 

6162 Joy Girl. The (CD). Olive Borden .Sept. 18 

6599 Ladles Must Dress (CD). Virginia Valll Nov. 20 

6100 Last Trail (W), Mix - _ Jan. 23 

8638 Love Makes 'Em Wild (D). Harron Mar. 6 

8538 Loves of Carmen (0). McLaglen-Del Rio. SepL 4 

6416 Madam Wants No Children. Cordla .Apr. 3 

B440 Marriage (D). Valll Feb. 20 

6600 Monkey Talks (D), Lorner Feb. 20 

7734 Music Master (D). A. B. Francis Jan. 23 

7677 One Increasing Purpose (D), Lowe Jan. 2 

6327 Outlaws of Red River (W). Mix _. 

6808 Paid to Love (D). O'Brlcn-ValU Aug. 14 

6876 Pajamas (CO). Borden-Gray Oct. 23 

6893 Publicity Madness (CD), Moran-Lowe...- Oct, 2 

6480 Rich But Honest (CD), Beehe May 23 

6870 Secret Studio, The. (CD), Borden June IB 

10726 Seventh Heaven, The (R), Farrell-Gaynor - Oct, 30 

6467 "Shame (M), John Gilbert '. Nor. 27 

6446 Silk Logs (CD), Madge Bellamy Dec. 18 

6009 Silver Valley (W). Tom Mix OoL 2 

6703 Singed (D). BaxU'r-Sweet ^"B. 21 

6412 Slaves of Beauty (D). Herbert-Tell lune S 

8620 Stage Madness (D). Valll Jan. 9 

4943 St. Almo (M). John Gilbert Oct. 9 

10000 Sunrise (D), O'Brlen-Qaynor 



.Feb. 5 



_Jan. 22 
_Feb. 12 
-July 16 

May 14 
.Dec. 10 
-Apr. 9 
..Aug. 20 
..Jan. 22 
...Sept 10 
_July 23 
_Oct. 15 

Oct. 8 
.May 14 
..Apr. 23 

Sept. 17 

Sept. 3 
.July 2 

May 28 




1928 



Mar. 10 








Feb. 11 










Dec. 10 


Dec. 17 


Mar. 10 




Dec. 24 


Feb. 4 






Mar. 17 








Dee. 10 
Dec. 24 
Dec. 8 


Jan. 21 






- 








Mar 

Nov. 

Feb. 


1927 

12 

19 







6 




Nov. 


12 







-..Apr. 


2 








.. June 


18 


Jan. 


7 
"7 




Jai^ 


June 

Oct 
Opt 


4 

22 
1 


..June 11 

ifav fl 







....Oct. 20 
....May 14 






....May 


21 






24 


Nov. 


19 


Dec. 
Feb. 


17 
5 






Oct. 


1 






Oct 


8 






. Apr. 


16 






Feb. 

Mar. 


36 

8 






...Jan. 
...Jan. 
....Apr. 
~~Aug. 


23 
16 
28 
6 






.-.«Doc. 


10 
















...June 4 
June 35 



Dec. SI 
Dec. IT 



.May 38 
.Not. 36 



Oct. 29 

July 16 

June 11 

Jan. 38 



..Oct 1 



Length Title and Playera 



New R(,Jew« 

Pictures 



4075 

42U9 

G293 

5510 

6020 

4tl53 

11109 

4783 

5(i20 

5531 

1928 

4612 
4987 



Tumbling River (W), Tom Mix-Dawn Aug. 21 

Truxton King, Gilbert .Oct. 30 

Two Girls Wanted (CD). Janet Gaynor Sept 11 

Upstream (D), Foxe _Jan. 30 

Very Confidential (CD), Madge Bellamy -N'ov. 6 

War Horse (W), Jones Feb. 6 

What Price Glory (CD). McLeglen-Lowe Aug. 28 

Whispering Sage (W). Jones....- JIar. 20 

Wizard. The (MyD), Lowe-Hyams Dec. 11 

Wolf Fangs (D), Thunder (Dog) - Nov. 27 



5038 
5882 



Branded Sombrero, The (W), Buck Jones.. 

Daredevil's Reward (W), Tom Mix. 

Dressed to Kill, Lowe-Astor ~ 

Escape, The (D), RusseU-ValU 

Fleetwing (D), Norton-D. Janis 



Gateway of the Moon, The (D), Del Rio 

Girl in Every Port, A (CD), Victor McLaglen.. 

Horseman of the Plaint (W), Tom Mix. — 

Love Hungry (CD), Moran-Gray -•- 

Sharp Shooters (CD), O'Brlen-Moran — 

Soft Living (CD). BeUaray-Brown — 

Square Crooks. Browu-Dwan 

Wild West Romance (W). Rex King 

Why Sailors Go Wrong, Pbipps-McXamara 

Woman Wise (CD), Ruasell-CoUyer 



Jan. 8 

....Jan. 15 

Mar. 18 

Apr. 1 

Feb. 12 

Jan. 1 

Jan. 29 

...-Mar. 11 

Apr. 

Jan. 

...-Feb. 5 
..-Mar. 4 

Apr. 8 

Mar. 25 



15 
15 



Gotham 



1927 

6987 
5800 
6000 
6200 
5950 
6500 
6700 
6750 

1928 

6000 
6000 
5000 



Blondes by Choice (C), Claire Windsor — Oct 1 

Cheer Leader, The (CD), Graves-Olmstead JXov. 15 

Final Extra (M), De La Motte. — 

'Frisco Nights (D). Percy Marmont Dec. 1 

Girl from Rio, The (D), Carmel Myers. 5ept 1 

Heroes of the Night (M), Landis-Nlion. _ 

Rose of Kildare, The (D), Helene Chadwick _Aug. 15 

Satin Woman. The (D). Mrs. Wallace Reld _Aug. 1 

Bare Knees (D). Mae Buscb Feb. 1 

Chorus Kid. The (D). Myma Loy Apr. 1 

Turn Back the Hours (M). All star. _ „3Iar. 1 



Krelbar Productions 



1927 

6199 Broadway After Midnight, Betz.. 



1927 

6667 

4709 

6312 

8730 

6439 

12000 

12550 

5902 

5821 

6050 

6126 

7395 



Met^o-Gold^vyn-Mayer 



Adam and Evil (CD), Cody-Prlngle 

Adventurer, The (W), Tim McCoy 

After Midnight (D), Shearer-Gray 

Annie Laurie (D), Lillian Gish 

Becky (CD), Sally O'Nell 

Ben Hur (M). Ramon Novarro 

Big Parade, The (M), Gllbert-Adoree 

Body and Soul (D), L. Barrymore 



...Aug. 27 



6886 
6408 
4658 
6909 
8156 
6646 
6088 
56S7 
6110 
5291 
6280 
5957 
7603 



Bugle Call. The (D), Jackie Coogan 

Buttons (CD), Jackie Coogan 

Callahans and Murphys (CD), Dressler-Moran 

Captain Salvation (M). Hanson 

Certain Young Man. A (D). Novarro-Adoree 

Demi-Bride (CD). Shearer 

Fair Co-ed, The (CD). Marion Davles 

Foreign Devils (W). Tim McCoy..._ 

Frisco Sally Levy (C). O'Nell 

Garden of Allah. The (D). Terry-Petroivlch 

In Old Kentucky (D). H. Costello 

Little Journey (CD), All star 

London After Midnight (D), Lon Chaney... 

Lovelorn, The, Sally O'NelL 



6337 
65S1 
6640 
6309 
7865 
6280 
6705 
6203 
6273 
5252 
6160 
7899 
6657 
5517 



Lovers (D). Novarro-Terry 

Man. Woman and Sin (D), John Gilbert 

Mockery (M), Lon Chaney 

Mr. Wu (M), Lon Chaney 

Quality Street, Davles-Nagel 

Red Mill (C). Davies... 

Road to Romance, The (0), Novarro-Day 

Rookies (C). Dane- Arthur 

Show, The (M), Gilbert -Adoree.. 

Slide. Kelly. Slide (CD), Hatnes-O'Nell 

Spoilers of the West (W), McCoy-Daw 

Spring Fever (C), William Haines 

Taxi Dancer (D), Crawford-0. Moore 

Tea for Three (C). Cody-Prlngle 

Thirteenth Hour. The (0). Lionel Barrymore 

Tllllo the Toller (C). Davles. 

Twelve Miles Out (M). Gilbert 

Understanding Ho.irt (D). Crawford 

Unknown. The (M), Chaney 



Feb. 19 

_..0ct 15 
...Sept. 3 

Apr. 2 

Nov. 6 

Oct. 29 

Jan. 1 

Dec. 3 

Dec. 17 

Apr. 9 

Nov. 1» 

Aug. 13 

__Mar. 26 

Dec 31 

_ Jan. 29 
...Sept 24 
_Apr. SO 

Jan. 2! 

Mar. 13 

Dec. 10 
_. Oct J2 
_.Feb. 6 
—Dec. 10 
._ Not. 3« 
... Ma.T 11 

July 9 
....Feb. 26 
...June 4 



1928 

Baby Mine. Arthur-Dane 

0838 Big City. The. Chane.v-Compson-Diy.. 

Bringing Up Father. Farrell-Moran-01nuIeaiL._ 

Cossacks, The. Adoree-Ollbort-Torrrnce.. 

8.''>4S Crowd. The. Boardnmn-Murrarnoach..... 

7300 Divine Women. O.nrlw-IIanson-Shertnan. 

Enemy. The. GIsh-DtncForlH-.': . 

ForbtdrtTsn Hours (D). Norarm-Adorre. 

7743 Latest from Paris. The. Shcarer-Forb««,.. 

Laugh. Clown, Laugh, Chaney-Murphr-BUla. 

Law of the Range, MeCoy -Crawford 

Love, Onrlw-Ollbort 

Patty. The, n«Tlr«-C«ldwrll-OraT 

Rote Marie. Crawford -Murray ........ 

64;fl Sm.irt Srt. ILTlnrj-Dir-llnlt-Boswortli. 

9.";ee student Prince. The (R). Novarro-Shearrr... 

6901 Under the Black Eagle. Fort)m-Falrt>ank>-T>o; 

Flaah — - Mar. SI 

S1S4 Writ Point (CD). HalnrsCrawford Jan. T 

."•.on Wlckcdnett Prrlerred (CD). Cody-PrtncI* Jan. t» 

4436 Wyoming. Mi-CoT-Orbaailan Uar. M 




Aug. 


20 


Sept 


17 


Nov. 


12 


Oct 


8 


Sept 


10 


Oct. 


1 


Aug. 


6 


Dec. 


24 


June 


18 


May 


14 



Nov. 26 



Dec. 31 



Not. 10 



Nov. 19 
Nov. 26 



Dec 17 
Dec 31 



Jan. 7 



Not. 11 



Dec. 34 
Dec S 



Jan. 18 
Feb. IS 



.Mar. 10 
Dec. SI 
Mar. 10 
Mar. 17 
Feb. 18 



Peti. 4 



Ffh. It 
Mar. 10 
FMx SB 







.. Aug. 27 










Feb. 12 

Nov, 12 


Fth 19 




Anr U 


Jan. 


14 


Dec 3 


1928 


Feb. 


11 










Feb 


25 
28 




Jan. 


Jan. 21 




Mar. 


10 
4 
18 




Feb. 
Feb. 


Feb. 4 
Feb. 18 







1927 







TlV.h 1* 


Dec. 10 




Nov. 26 


Sept 24 
...Feb. 6 


Nov. 19 
Nov. 19 

Jan. 7 


Aug. 13 

1928 


Mar 24 




Feb. 11 





1927 



.Oct. 29 





1927 
Aug. 13 


Jan. 14 






AUff. 27 


xr.v SI 


Not. 26 






— Nov. 12 



Not. 19 



-July 16 
-July 3 



.Apt. 1 
Oct 29 



.Apr. XS 
Sept 10 
Dec S 

.Jan. 15 
Dec IT 

_May~i 
Dec 17 

..5ept 10 
June 4 



.Feb. 19 



-ilay 9 

_Mar. 19 

-Apr. 3 

-Dec 14 

Deo. 10 

.afar. II 

Not. 13 

Dec S 

.Jun« U 

-July SO 

.May 14 

..June IS 



1Q28 



Jaa. n 



Itu. 10 



-Jul 14 



FM>. M 



Uu. I 



P*b. II 



Jan. U 



44 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Lengtta Title and Playan 



Releaied 



New 
Pleturet 



Review* 



Paramount 



1927 

6199 
6951 
9879 
6697 
5878 
7175 
S040 
6536 
6662 
5408 
7447 
6287 
6396 
5399 
6376 
6017 
6889 
B415 
7091 
5862 
6462 
8666 
7666 
6439 
7980 
6940 
6052 
6007 
6617 
8039 
7180 
6268 
6877 
6798 
4551 
6599 
6187 
6680 
6306 
6247 
6952 
9443 
5614 
6368 
6634 
6209 
6170 
6515 
6015 
5179 
6838 
(?624 
4934 



Afraid to Love (C), Vidor 

Barbed Wire (D), Negri-Brook 

Beau Geste (IM), Colman-N. Beery 

Blind Alleys (M), Meighan 

Blonde or Brunette? <C), Menjou 

Cabaret (CD), Gilda Gray 

Casey at the Bat (C), W. Beery 

Chang (D), Special cast _ 

Children of Divorce (D), Bow 

City Gone Wild (M). Melghan-MUlner 

•Covered Wagon, The (M), Kerrigan-Wilson 

Evening Clothes (0), Menjoa 

Fashions for Women (CD), Ralston.. 



Fireman Save My Child (C), Beery-Hatton 

Gay Defender, The (CD), Richard Dli 

Gentleman of Paris, A (CD), MenJou-O'Hara 

Get Your Man (CD), Clara Bow. 

Honeynvoon Hate (CD), Florence Vidor 

Hotel Imperial (D), Negri 

Hula (CD), Bow-Brook. 

It (C), Clara Bow 

Jesse James (D), Fred Thomson __. 

•Kid Brother (C), Lloyd 

Kiss in a Taxi (0), Daniels . 

Knockout Reilly (CD), Dlx 

Last Waltz, The (D), Special cast u 

Let It Rain (C), MacLean 

Love's Greatest Mistake (CD), Brent 

Man Power (D), Dix. _ 

Metropolis (D), Special cast. 

Mme, Pompadour (D). Moreno-D. Qish. 

Nevada (W), Cooper-Todd . 

New York (M), Cortez-Wilson 

Now We're in the Air (C), Beery-Hatton.. 



One Woman to Another (CD), Vidor-Shotwell ■. 

Open Range (W), Lane Chandler. 

Paradise for Two (C), Dii-Bronson 

Potters (CD), W. C. Fields 

Ritzy (CD), Bronson 



Rolled Stockings (CD), HaU-Brook 

Rough House Rosie (C), Bow _, 

Rough Riders, The (D), Astor-FarrelL 

Rubber Heels (FC), Ed. Wynn.... 



Running Wild (C), Fields-Brian. 

Senorita (F), Daniels 

Serenade (D), Menjou-Wray 

Service for Ladies (C), Menjou-Carver.... 

Shanghai Bound (D), Dioc-Brain. 

She's a Sheik (C), Bebe Daniels 

Shootin' Irons (W), Luden-Blane _ 

Soft Cushions (C), MacLean-CaroL.. 



6200 
6124 
6006 
6497 
4926 
63 IS 
7643 
8486 
6869 
6935 
6866 



6960 

1928 

6897 
6636 
6666 
6889 
6871 
8234 
7416 
6837 
7910 

65M 
6118 

7194 
7616 



Special Delivery (C), Eddie Cantor 

Spotlight, The (CD), Ralston-Hamllton 

Street of Sin (D), Jannings-Wray 

Stark Love (D), Special cast....- _ Sept. 17 

Swim, Girl, Swim (CM), Danlels-Haa Sept. 17 

Tell It to Sweeney (C), ConMin-Bancroft...- Sept. 24 

Ten Modern Commandments (CD), Ralston July 2 

Time to Love (FC), Raymond Grifflth. June 18 

Two Flaming Youths (C), Fields-Cohklin Dec 17 

Underworld (M), Bancroft-Brent. Oct. 29 

Way of All Flesh, The (D), Janninga-Bennett Oct. 1 

Wedding Bills (F), Raymond Grifflth May 7 

We're All Gamblers (D), Melghan-MiUner. Sept. 3 

Whirlwind of Youth (D), Lois Moran. Apr. 30 

Wings (M). Charles Rogers 

Woman on Trial (D), Pola Negri . Oct. 29 



Apr. 9 

Sept. 10 

Aug. 1 

Mar. 12 

Jan. 24 

Mar. 26 

Mar. 5 

Sept. 3 

Apr. 2 

Nov. 12 

Aug. 6 

Mar. 19 

Mar. 26 

Aug. 1 

Dec. 10 

Oct. 15 

Dec. 10 

Dec 3 

Feb. 26 

Aug. 27 

Feb. 19 

Oct. 22 

Oct 4 

Feb. 26 

Apr. 16 

Nov. 26 

Jan. 3 

Feb. 12 

July 9 

Aug. 13 

Aug. 13 

Sept. 10 

Feb. 6 

Oct 22 

Sept. 24 

Nov. 6 

Jan. 17 

Jan. 31 

Apr. 9 

June 18 

May 14 

Oct 1 

June 11 

Aug. 20 

Aug. 30 

Dec. 24 Jan. 14 

Aug. 6 

Oct IS Dec 31 

Nov. 12 Jan. 21 

Oct. 8 

Aug. 27 

Apr. 16 

Nov. 19 





1927 

„ Anr. ^ 


-Aug. 13 




M»T K 


..Jan. 15 




„ .May 9 




Apr. 16 





May 2 

May 2 




Dec. 10 






Apr. 9 




Apr. 9 

.. Dec. 10 
Nov. 12 




Oct 8 


Jan. 7 
Deo. 31 


Dee. 17 

Jan, R 





Sept 10 

Feb. 12 




— Oct. 22 
. Jan. 29 




., Apr. 2 
Apr. 23 




Nnt 19 


M»r to 




Feb. 26 


AUR. 6 


Mor 1!» 


Nov. 26 


Aug. 6 




Feb. K 


Tiff IT 


Sept 24 






Jan. 29 




Jan. 22 


_ Tiino 9K 




July 30 


.Tlinp A 




_ Mar. 19 




July 16 




Jup** 18 





May 14 



6951 
6733 
6991 
6435 



Adventure Mad (M), UFA. _ 

Beau Sabreur (M), Cooper-Brent 

Doomsday, Vldor-Cooper 

Feel My Pulse, Danlels-Arlen 

Gentlemen Prefer Blondes (0), Taylor-White 

Last Command, The (D), Emll Jannlngs 

Legion of the Condemned, Wray-Cooper 

Love and Learn, Ralston-CHiandler. 

Old Ironsides (0), Beery-Bancroft-FarreU-Ralston... 

Partners in Crime (C), Beery-Hatton 

Peaks of Destiny, UFA . 

Pioneer Scout, The (W), Fred Thomson. 

Red Hair (CD). Bow-Chandler.._ 

Secret Hour, The (D), Negri-Hersholt 

Showdown, The. Bancroft _ 

Something Always Happens, Ralston-Hamllton 

Speedy (C), Harold Lloyd 

Sporting Goods, DLx-Olmstead _ 

Tillie's Punctured Romanee, Flelda-Conklla 

Under the Tonto Rim, Arlen-Brian 

Wife Savers (C), Beery-Hatton 



Mar. 31 
Jan. 7 
Feb. 18 
Feb. 28 
Jan. 28 
Jan. 21 
Mar. 10 
Jan. 14 
Mar. 17 
Mar. S 
Jan. 28 
Jan. 21 
Mar, 10 
Feb. 4 
Feb. 26 
Mar. 24 
Apr. 7 
Feb. 11 
Feb. 18 
Feb. 4 
Jan. 7 




1927 

5596 
6565 
4336 
6326 
4876 
4612 
6100 
7500 
4933 
5478 
8586 
6804 
6699 
6228 
8002 
7107 
6403 
6568 
6859 
3303 
6867 
4960 
7913 
4750 



Pathe 



Almost Human (CD), Remolds...- - Deo. 26 

Angel of Broadway. The (D), Leatrice Joy _ Oct 3 

Avenging Fangs (M) _ _ _ _ June 6 

Border Blackbirds (WD), Maloney...- _ _ Aug. 28 

Born to Battle (W). BUI Cody _ - Sept 11 

Code of the Cow Country (W), Roosevelt _ „_ June 19 

Combat (D), Walsh-Adams Oct. 23 

Country Doctor, The (D), Schlldkraut Aug. 22 

Desert of the Lost, The (W), WaUy Wales Dec 18 

Devil's Twin, The (W). Leo Maloney Dee. 11 

Discord (D). Dacover-Ekman _ Nov. 20 

Don Desperado (W). Maloney _ May i 

Dress Parade (D), Eoyd-Love Nov. 11 

Eyes of the Totem (M), Hawley - May 15 

Fighting Eagle, The (M). La RocQue-Haver. _... Aug. 29 

Fighting Love (D), Goudal _ 

Flying Luck (C), Monty Banks Dec 4 

Forbidden Woman, The (M), Jctta Qoudal Nov. 7 

Getting Gertie's Garter (F), Prevost _ 

Girl from Everywhere (C), Pollard Dec. 11 

Girl In the Pullman, The (C). Prevost Oct 31 

Gold from Weepah (W), Bill Cody Nov. 20 

Golden Clown. The (D), GoBta-Ekman Dec. 18 

•Grandma's Boy (C), Harold Lloyd Dec 11 



Jan. 21 Feb. 25 

Feb. 18 Feb. 18 

Feb. J5 

Jan. 7 

Dec. 10 

Mar. 3 

Mar. 24 

Mar. 24 Feb. 18 

Mar. 3 -... 

Feb. 18 

Feb. 26 



1927 



Nov. 1» 


Nov. 6 


Sept 10 






June 17 

Oct. 15 











Dec 10 


■ .Mav 9 


Nov. 19 


Nov. 6 
May 14 




Sept 17 

.....June 4 



Nov. 12 
Nov. 19 



Nov. 5 

.Feb. 19 

..Nov. 6 

Nov. 5 



Length Title and Playen 



New 
PlttDret 



Review* 



5990 

6563 

6035 

4620 

6788 

4700 

4890 

4076 

4864 

5324 

13500 

4131 

4615 

6472 

6865 

4576 

5750 

6736 

6421 

6903 

4575 

4710 

4497 

6000 

4828 

5844 

4542 

4375 

6303 

5880 

4562 

4546 

4338 

5397 

6670 

5921 

6198 

4485 

5610 

6447 

7820 

1928 

3996 

5755 
4805 
5927 
6589 



Harp in Hock, A (D), SchUdkraut-Coghlan... 
Heart of the Yukon (M), Bowers-Cornwall..-. 

Heart Thief (D), Schlldlcraut-De Puttl 

Hidden Aces (M), Hutchison 

His Dog (D), Schlldkraut 

His First Flame (C), Langdon.. 



Nov. 12 



„. M»y 23 



Nov. 6 
-May 21 



Aug. 7 



His Foreign Wife (D), MaeDonald-Murphy 

Hoof Marks (W), Jack Donovan 

Interterin' Gent The (W), Buffalo BiU, Jr 

Jim, the Conqueror (W), Boyd-Faire 

King of Kings (D), All star- 



May 8 

Nov. 27 

, Nov. 13 

. Aug. 21 



-May 21 
-Sept 8 
-July M 
-Mar > 



-Aug. 27 
-Jan. 1 



_>Iar. 18 



Land of the Lawless, The (W), Jack Padjan 

Little Firebrand (C), Thornton 

Main Event, The (D), Reynolds 

Man Bait (CD), Prevost 



Meddlin' Stranger (W), Wales 

My Friend from India (F), Pangbom-Fair.- 
Night Bride (FC), Prevost.... 

Nobody's Widow (FC), Joy-Ray-Haver. 

No Man's Law (W), Rex. _ 

Obligin' Buckaroo, The (W), Buffalo BiU, Jr.- 
Pals in Peril (W), Buffalo Bill, Jr.-. 



Dec 25 

July 3 

Nov. 18 

Jan. 29 

June 14 

Dec 19 



-July 3 
Nov. S 
-Jan. 29 
-June 13 



May 1 

— Oct. 16 
June 26 



Phantom Buster, The (W), Roosevelt-Rayford Aug. 14 

Pieces of China (Travel) Aug. 7 

Pirates of the Sky (M), Hutchison May 22 

Rejuvenation of Aunt Mary (C), Robson 

Ride 'Em High (W), Buddy Roosevelt 

Roarin' Broncs, Buffalo BUI, Jr. 

Rubber Tires (C), Ford-Love. 

Rush Hour, The (C), Prevost-Ford Dec. 12 

Skeedaddle Gold (W), Wales..... July 31 



-May 9 
-Jan. IB 
-May 3 
_Oet. • 
-June SB 
-&ug. SO 



Oct 9 

Nov. 27 



-May 31 
.Aug. 6 
-Oct 8 



..Apr. 9 



Jan. 7 



Soda-Water Cowboy, The (W), Wally Wales. 

Trunk Mystery (M), Hutchison 

Turkish Delight SchUdkraut-Faye 

Two-Gun of Tumbleweed (W), Leo Maloney 

Vanity (M), Joy 

White Gold (D), GoudaL.. 



Sept. 25 
June 12 
Nov. 11 



-Aug. 6 
-Oct 1 
.June 11 



-July 17 
-June 18 



White Pebbles (WD), Wally Wales 

Wise Wife, The (C), Haver 

Wreck of the Hesperus, The (M), Bradford 

Yankee Clipper (M), Boyd 



— Aug. 7 
._ Oct 24 
.... Oct 31 



Apr. 9 

Aug. 20 

Nov. 19 Nov. B 



5408 
5503 
5426 
4480 
4398 
4155 
6650 

4600" 
5054 
5494 
4626 
4833 
5423 
4620 

4000 



Alice Through a Looking Glass Feb. 12 

Apache Rider. The, Leo Maloney Feb. 12 

Ballyhoo Buster (W), Buffalo BiU, Jr Jan. 8 

Blonde for a Night, Prevost Feb. 27 

Blue Danube, Leatrice Joy Mar. 12 

Boss of Rustlers...- _ -. 



Bronc' Stomper, The, Don Coleman 

Chicago (M). Phyllis Haver....- 

Cowboy Cavalier (W), Buddy Roosevelt.. 
Crashing Through, Jack PadJan 



Feb. 26 
Mar. 6 



. Jan. 39 

. Feb. fi 

. Jan. 15 

Jan. 1 

Jan. 23 

. Jan. 16 

Mar. 4 

Feb. 5 



Desperate Courage (W), Wales- 

Laddie Be Good (W), BUI Cody 

Leopard Lady. The (M), Logan-Hale 

Let 'Er Go, Gallagher! (M), Junior Coghlan.. 

Marlie, the Killer, "Flame" 

Night Flyer, The..._ - _ 

On to Reno (D), Prevost-Landis Jan. 2 

Perfect Gentleman, A (C), Monty Bahkj . Jan. 15 

Roost. The (W), Coleman Jan. 22 

Stand and Deliver, Rod La Rocque Feb. 20 

Valley of Hunted Men, Buffalo BiU, Jr ^ Feb. 19 

Walking Back (M), Vera Reynolds Mar. 26 

What Price Beauty (CD), Nita Naldl Jan. 22 



vray 14 


1928 








Mar. 3 




Feb. 18 










Dec. 24 




Feb. 4 












Jan. 2g 
Jan. 28 










Deo. 31 




Jan. 28 








Feb. 18 











Jan. 28 



Rayart 



1927 

6089 Cruise of the Heiion (D), All star 

5076 Heroes in Blue (M), Bowers-Rand _ 

5916 Law and the Man, The (D), Santschl-RockwelL- 

5960 Light in the Window, A (D), Walthal.. 

5970 On the Stroke of Twelve (M), D. Torrence. 

5502 Silent Hero (M), Bonaparte _ 

4200 Wanderer of the West, A (W), Tex Maynard... 

1928 

6673 Casey Jones (CD), Price-Lewis... 



Danger Patrol, The (D), Russell-Falr- 



Gypsy of the North (D), (3ordon-Hale 

5863 Heart of Broadway, The (D), Garon-Agnew. 

My Home Town (D), BrockweU-Glass 

4671 Painted Trail, The (W), Buddy Roosevelt 

Phantom of the Turf, The (D), CosteUo-Lease 

4490 Wild Born (W), Tex Maynard 

5260 You Can't Beat the Law, Lee-Keefe 



-Nov. 
-Dec 



—Nov. 
-.Dec 



..Jan. 
-Apr. 
-Apr. 
-Jan. 
-Mar. 
-Feb. 
-Mar. 
-Jan. 
-Ian. 



1927 

-Sept 24 



.Aug. 20 



1928 



1927 



Sterling 



5563 
5400 
5500 



Burning Up Broadway (D), H. CosteUo Jan. 30 

Closed Gates (M), Harron-Novak 

Outcast Souls (D), Lewis-Bonner. Dec. 15 

Pretty Clothes (D), J. Ralston-Walker Oct 15 

Stranded (D), Mason Aug. 15 



Dec 3 



1927 



Nov. 12 
Dec 31 
Jan. 7 



May 28 



1928 



Marry the Girl (CD) 




Tiffany-Stahl 



1927 

5754 Backstage (CD), Bedford 

5669 Beauty Shoppe (CD), Busck....- 

5300 Broken Gate (D). - 

6024 Cheaters (M). O'Malley 

7300 College Days (CD), M. Day 

4887 Enchanted Island (D) — .. 

5500 First Night The (FC), LyteU-Devore.. 

6482 Fools of Fashion (CD), Busch 

52.33 Girl from Gay Paree, The (F), Sherman-Bedford... Sept 15 

4753 Haunted Ship. The (M), Sebastlan-M. Love _ Dec 1 

5600 Husband Hunters (C), Marsh 

8800 Josselyn's Wife (D). Frederick. 

6049 Lightning (W), J. Ralston Sept. 1 

6235 Night Life (CD), Day-Harron Nov. 1 

5639 Once and Forever (D), Patsy Ruth Miller. Oct 16 

6100 Sin Cargo (D), Mason 



1927 

-July 9 
-July 16 
-Jan. 15 
-Mar. 24 
-Nov. 6 
-June 25 
-Feb. 19 
..Oct 9 



-Feb. 26 
..Nov. 27 



-Dec 11 



(Continued on page 53) 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



45 



CLASSIFIED 
Advertising 

— — *^— 

Ten cents per word, payable in advance. Minimum charge, 
$1.00. Copy and checks should be addressed Classified Ad 
Dept. Exhibitors Herald and Moving Picture World, 407 So. 
Dearborn St., Chicago, 111. 

The Recognized National Classified Advertising Medium 




Theatre for Sale 



FOR SALE — Picture Theatre; prosperous, success- 
ful house in town 1,500 pop. in beautiful California 
fruit district on main Coast Highway; building and 
equipment first-class and practically new; in use one 
year only; $10,000 lowest, $3,000 down, $250 month; 
a true bargain and opportunity. Write F. B. Mc- 
Gilton, 6224 Ethel Ave., Van Nuys, California. Quick 
action necessary. 



For Sale 



FOR SALE — Brunswick Panatrope, 3 tube amplifi- 
cation. Address Bay Theatre, Big Bay, Michigan. 

FOR SALE— NATIONAL HIGH INTENSITY 
CARBONS— 1,000 13.6 x 20" and 1,000 7/16 x 9" 
Projector Carbons. Price of 2,000 Carbons $325.00 
F. O. B. Atlanta, Ga. Address Thos. F. Callahan, 
1296 Murphy Ave., S. W., Atlanta. Ga. 

200 Rolls Wurlitzer K. $1.00 each. 10 Rolls Re- 
produco $3.00 each. 1 Motor generator set 35 am- 
peres at 70 volts. 110 Tolt three phase 60 cycle. 
Address W. B. Aspley, Glasgow, Ky. 



Organs for Sale 



FOR SALE— Used style U Wurlitzer orchestral 
organ. Just overhauled. Address Box 256, Ex- 
hibitors Herald & Moving Picture World, 407 S. 
Dearborn St., Chicago, 111. 

Big April list used Organs offers 25 real bargains. 
Rebuilt Organs like new, guaranteed. Equipped with 
or without roll features. Free music rolls with 
Automatic players. Prices from $950.00 to $6,750.00; 
2 years to pay. No red tape. Organs installed free. 
90 days free service any place U. S. A. No obligation 
to mail you our price list. Write today. Address 
Robert Morton Organ Co., 624 S. Michigan Ave., 
Chicago, 111. 

FOR SALE: Bartola Pipe Organ. Used Wurlitzer 
Pipe Organ, model U, very reasonable. Cremona 
Pipe Organ used or new, Reproduco Pipe Organs. 
Address S. B. McFadden, Havana, Illinois. 



Stationery 



IF PARTICULAR — "Neargravure" Process printed. 
Special 100 each letterheads — envelopes — plateless 
embossed — $3.75 postpaid. Samples, see difference, 
character. Address Sollidays, XH-124, Knox, Indiana. 



Position Wanted 



GRADUATED PROJECTIONIST— Or assistant 
manager desires steady position immediately. Ad- 
dress Cyril Jenney , 414 Jackson, Endicott, N. Y. 

VIOLIN LEADER— Available immediately. Long 
theatrical experience. Expert cuing. Large library; 
union; references. Southern location preferred. Ad- 
dess Ernest E. Pound, P. O. Box 123, Durham, New 
Hampshire. 

ATTENTION, THEATRE MANAGER— Are you 
looking for a Female Organist? One who will work 
for a moderate salary to begin in order to prove 



worth. If you are, do not overlook this opportunity. 
Union, best of references, will go anywhere. Address 
Box 257, Exhibitors Herald & Moving Picture World, 
407 S. Dearborn St., Chicago, 111. 

AT LIBERTY — Female Organist, working at pres- 
ent but will be free in a week. Can work on any 
make organ. Union, good references, will go any- 
where. Address Box 258, Exhibitors Herald & Mov- 
ing Picture World, 407 S. Dearborn St., Chicago, 111. 

AT LIBERTY — Clarinetist, Sax. Experienced in 
theatre and band; theatre preferred. Use one Clari- 
net. Age 30. Address Emile Milis, Belleville Ave., 
Christopher, Illinois. 

OPERATOR — 12 years experience, good references, 
non-union, but will join if necessary. Will go any- 
where. Address Victor Burns, care of Mrs. Ryan, 
Box 493, Sea Cliff, Long Island, N. Y. 

EXPERT PHOTOGRAPHER (on stiUs), also 
second cameraman on the M. P. Camera. Address 
Samuel Friedman, 91 New Jersey Ave., Brooklyn, 

N. Y. 

EXPERIENCED ORGANIST desires position 
April 1st. Union, Single, Good library. Address 
Roscoe C. Wright, Spirit Lake, Iowa. 

EXPERIENCED OPERATOR, reliable and com- 
petent, desires steady position. Non-union, but will- 
ing to join, will go anywhere, references. Address 
J. Handelman, 2611 Gladstone Ave., Apt. 109, Detroit, 
Michigan. 

ORGANISTS thoroughly trained and experienced 
in theatre work. Men and women now ready for 
good positions. Union or non-union. Write salary 
and other data. Address, Chicago Musical College, 
64 E. Van Buren, Chicago. 

THEATRE MANAGER— With broad experiences 
in theatre management, pictures, road shows, vaude- 
ville, stock exploitation and publicity. Will consider 
connection with theatre over 1,000 capacity where 
conservative management, forceful tactics, initiative 
and live ideas may be applied. Orie hundred per cent 
references. Salary and commission. Address Box 
250, Exhibitors Herald & Moving Picture World, 407 
S. Dearborn St., Chicago, III. 

ORGANIST — Experts thoroughly trained in show- 
manship available at all times for first class positions. 
Men and women. No service charge. Write full in- 
formation concerning salary, organ, hours, etc. Ad- 
dress Vermond Knauss School of Theatre Organ 
Playing, 210 North 7th Street. Allentown, Pa. 

EXPERIENCED ORGANIST desires position. 
Thoroughly dependable, large library. Any make 
Organ. Will go anywhere. Address Box 252, Ex- 
hibitors Herald & Moving Picture World, 407 S. 
Dearbor n St., Chicago, 111. 

THEATRE ORGANIST— Ten years experience. 
Western States preferred. Single, sober, reliable. 
Minimum salary $50.00. Address Ted Harrison, 2920 
E. 7th St., Long Beach. California. 

PROJECTIONIST — Eight years experience. Mis- 
souri and Kansas. Simplex, Powers, Motiograph. 
Address M. C. Varnier, R. F. D. No. 1, Box 92D, 
Fort Pierce, Florida. 



Theatre Wanted 



PAYING THE.\TRE WANTED— Give details. Ad- 
dress Box 254, Exhibitors Herald & Moving Picture 

Woi-I.l, 407 .S. Dearborn St.. Chic.iso, III. 



Business Opportunity 



EXPERIENCED THEATRE MANAGER— for 
partnership in centrally located Strand Theatre in 
city of 85,000. Must have some capital. Reason 
for capital to assure securing complete effort. Will 
consider leasing property. Write or wire Dr. Lake 
Polan, Huntington, W. Va. 

Gift Night Souvenirs 

GIFT NIGHT MERCHANDISE: Over 300 fine 
novelties in our large free catalog at genuine whole- 
sale prices. Write todav. No obligation. Address 
Fair Trading Co., Inc., 140 W. 21st St., New York. 

Projector Repairing 

BEST GRADE repair work. Prices right. Free 
relief heads. Prompt service. Address Guercio & 
Barthel, 1018 Wabash Ave., Chicago, 111. 

BEST SHOP for repairing projection machines. 
Prompt service, reasonable prices. Movie Supply Co., 
844 Wabash, Chicago. 

Equipment Wanted 

TWO PEERLESS Reflector Lamps with Stereopti- 
con. Address E. A. Dodge, 2905 Woodburn Ave., 
Cincinnati, Ohio. . 

BEST PRICES paid for projection machines, all 
types. Address Guercio & Barthel, 1018 Wabash 
A ve., Chicago, 111. 

HIGHEST PRICES paid for used opera chairs, 
projection machines, etc. Movie Supply Co., 844 
\Vabash, Chicago. 

Equipment for Sale 

FOR S.\LE — Motion picture projectors, parts and 
supplies for all type machines. Address Guercio & 
Barthel, 1018 Wabash Ave., Chicago, III. 

GET OUR PRICES first on complete Theatre 
Equipment and Pipe Organ before buying elsewhere. 
You save, we satisfy. Address Southern Theatre 
Service. 643 Carondelet Street. New Orleans, La. 

CHICAGO CLE.\RING HOUSE for Second Hand 
Equipment. Seats, Rebuilt projectors of all makes. 
Screens, Pianos, Organs, and other miscellaneous 
articles for the theatre. Address Illinois Theatre 
Equipment Company, 12-14 E. 9th Street, Chicago, 
Illinois. 

THEATRE EQUIPMENT, new and used. Opera 
Chairs, Projectors, Screens, Generators. Rectifiers. 
Reflecting Arc Lamps, etc. Write for bargain list. 
Movie Supply Co., 844 Wabash, Chicago. 



Chairs for Sale 



FOR SALE— 1.800 HIGHEST GRADE used 
spring cushion opera chairs, upholstered in dark 
brown Spanish leather. Very reasonable. Write for 
exact photogr.iph and details, .address Illinois The- 
.itrc Equii>mctu Co.. 12 M E. 9th St. Chicai:o. III. 



Your Classified Ad Will Do the Work 

Exhibitors Herald and Moving Picture World has helped hiindriHls of Iheatre o^Mlers in sol\ inj^ main a problem. The 
classified advertising department has placed organists all over the country, has hel|xxl in ohtaininj; emiipmont, in sellinyj 
equipment, and in solving many another problem that seemed difficult. The rates are hut 10c per word payable with 
order, 10% discount if run for 3 insertions. See this week's classified pages. Maybe you are in need of sometbing that is 
being advertised this week. The cost is small, the results are great. 



[Sro iii-M I>.i;;el 



46 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



(See preceding page) 
HERE'S A REAL BUY— Of 1,000 finest grade 
made assembly folding chairs in sections of two 
chairs slightly used. Also 720 upholstered theatre 
chairs with a heavy 7 ply veneered back. All seats 
have been newly re-covered in a Spanish leather and 
are spring constructed. 2,000 used plain light and 
heavy 5 ply veneered chairs. All chairs offered at a 
very rare bargain. Exact descriptive matter and 
photos will be submitted at your request. Address 
Illinois Theatre Equipment Co., 12-14 E. 9th St., 
Chicago, 111. 

OPERA CHAIRS — Largest stock in the country. 
Get our prices. Movie Supply Co., 844 Wabash, 
Chicago. 

FOR SALE — Used Theatre chairs, always a stock 
on hand, also veneer seats, write your requirements. 
Address Theatre Seating Co., 845 S. State St., 
Chicago, 111. 

OPERA CHAIRS— Seats and backs in all sizes, 
five ply, at cut prices that saves you money. Address 
Redington & Co., Scranton, Pa. 

Advertising Wanted 

WE PAY CASH for used advertising; ship at 
once and check will go forward promptly; or write 
for particulars. Address Theatre Advertising Supply 
Co., Davis Bldg., 244 West Fayette St., Syracuse, 



Films Enlarged 



LETTERS 
From Readers 

A forum at which the exhibitor is 
invited to express his opinion on 
matters of current interest. Brevity 
adds forcefulness to any statement. 
Unsigned letters will not be printed. 



Objects to Copyright Dates 

PIERRE, S. D.— To the Editor: Just a line 
to complain about the dating on pictures. I 
ran "Love Me and the World Is Mine" on 
national release date and advertised the new- 
ness of the production and it carried a 1927 
copyright date on it. It hurt me. Who did 
it help? 

Why can't pictures be copyrighted when re- 
leased? To the public the important date is 
when they see it, not when the studio worked. 
I believe books are copyrighted when printed, 
not when written. If the law is wrong let's 
change the law. If the law permits intelligent 
handling let's use intelligence.— Charles Lee 
Hyde. Grand theatre, Pierre, S. D. 



Answering Mr. Hoefer 

ROCKMART, GA.— To the Editor: In a 
recent issue of the Herald- World E. Hoefer 
of Sheboygan, Wis., asks why we don't see 
more of Eddie Quillan comedies lately, that 
he is a "knockout" with his patrons. 

It is quite a pleasure to give my reply to 
this question. 

When on, my visit to the studios in Holly- 
wood during the exhibitors' convention there, 
I saw Eddie Quillan at the Sennett Studio. 
So impressed was I with his pleasing personal- 
ity and original comedy air, that I predicted 
soon he would be making feature length com- 
edies. 

Now, it gives me a thrill to say "I told you 
so." And no one less than Cecil de Mille was 
of the same opinion. Eddie Quillan was chosen 
by de Mille for the featured comedy role in 
his big special "The Godless Girl" now in 
production. 

One of my Hollywood friends, knowing of 
my interest in this boy, mailed be a copy of a 
Los Angeles paper which carried a picture of 
Eddie Quillan with the headline, "Eddie Quil- 
lan signed for de Mille's cast in 'The Godless 
Girl'." 

Among the facts stated were "The Godless 
Girl" certainly doesn't suggest comedy. Yet, 



ENLARGEMENTS from your films, 8x10, 50c; 
three same, $1.00, Address Hobby, Box 6, Traffic 
Station, Minneapolis, Minn. 



Wanted to Buy 



WANTED TO BUY— Second-hand Power's, Sim- 
plex and Motiograph Machines. Also extra mechan- 
isms and stands. Must be bargains. Write P. O. Box 
202. Birmingham, Alabama. 

WANTED TO BUY— 225 Upholstered Opera Chairs 
in first class condition. Give full description. Address 
Box 253, Exhibitors Herald & Moving Picture World, 
407 S. Dearborn St., Chicago, 111. 

Films for Sale or Rent 

FOR SALE— "Every Man's Price" (6); "Son of 
the Desert" (6) ; "Martin Johnson's Cannibals of the 
South Sea" (5); "The Deemster" (7); also Serials, 
Comedies, Travel, Educational, etc. Address Guar- 
anteed Pictures, 729 Seventh Ave., New York, N. Y. 

Banners and Posters 

CLOTH BANNERS— $1.40, 3x10 feet, 3 colors, 
any copy up to 10 words; one day service; sent any- 
where; also Bargain Paper Banners. Associated 
Advertisers, 111 West 18th St., Kansas City, Mo. 



Theatre Lease for Sale 



FOR SALE — To proper parties valuable theatre 
lease in Southern City of approximately 8,000 inhab- 
itants and large pay roll. Fullest investigation allowed. 
Address Box 259 Exhibitors Herald & Moving Picture 
World, 407 S. Dearborn St., Chicago, 111. 



Help Wanted 



ORGANIST WANTED— To play Reproduco, no 
pedals, very simple, union or non-union. Arrange 
salary. Address Uptown Theatre, Michigan City, Ind. 



Music 



MUSIC ARRANGED for Piano and Orchestra. 
Mimeograph copies made of songs, 10 to 100 copies. 
Just the thing for chorus directors and producers. 
Established eleven years. Address Southern Melody 
Shop, Box 267, Montgomery, Alabama. 

Engagements Wanted 

NATIONAL ORCHESTRA AGENCY— Announces 
their famous and recording bands available for sum- 
mer engagements. Address Victory Bldg., 1011 
Chestnut St., Philadelphia, Pa. 



Miscellaneous 



BEAUTIFUL registered Bull Pups, $15. 
Address 501 Rockwood, Dallas, Texas. 



Bulldogs, 



for the very first player chosen he takes Eddie 
Quillan, an erstwhile Mack Sennett comedian, 
and puts him under contract. Eddie Quillan's 
golden opportunity is at hand. 

Just prior to his work with de Mille, he 
made a two reel comedy for Educational, "Red 
Hot Bullets." I have just run this and it is 
a scream ! 

There is just something about this hoy's 
personality that makes his comedies different 
and that is what we want. — Mrs. Berta 
Smith, Palace theatre, Rockmart, Ga. 



Good Film Taking Place 
of Book, Says Kiwanian 

(^Continued from page 19) 
is being shown a youth when he can see a 
top-notch actor playing such a part. No 
one knows how many thousand boys are 
idolizing him, and we could not blame them 
if they copied him. The world is not ready 
economically to cast aside marriage and the 
family yet. For many years to come we 
will need births and until we practice birth 
control universally we must have the family 
and the home, and to have the family and 
the home we must control our sexual rela- 
tions as we have been doing during the past 
several hundred years. Then when family 
life ceases we will have established agencies 
of the state to care for offspring, if there 
are any. 

I believe there is less harm in the 
average "Western picture" for youth than 
there is in many of those picturing modern 
society. I am not denying that there is a 
splendid moral in most pictures but, un- 
fortunately, many who see them lose sight 
of this in the more sensual attractions which 
are, it seems to me, played up the strongest. 



E. F. Maffry, Macon Kiwanis Club, Mo. 

Undoubtedly the youth of the nation while 
attending motion pictures and keeping them 
out of the pool hall is deserving of com- 
mendation. In my opinion, however, there 
are some pictures that are not severely cen- 
sured enough causing the youth to adopt some 
of the ideas which the picture depicts. There 
are a great many pictures that are fine lessons 
to anyone and with a little more careful 
censuring are indeed educational. 



E. Harold Smith, 

Kiwanis Club of Charleston, Mo. 

In my opinion, while the picture show does 
help in furnishing diversion for young folks 
and in keeping boys oif of the streets and out 



Snookums Loses His 
Title — to His Sister ! 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— Snook- 
ums has lost his title of Stern Broth- 
ers' youngest player. That's hard 
enough to take for the young comedy 
star. But what's worse is that the 
title has been assumed by his own 
sister. Merry Mae McKeen is only 
14 months old, starting in pictures at 
even an earlier age than Snookums, 
who began when 18 months old. 
Merry Mae had her Brst role in 
"Buster Minds the Baby." She is the 
baby. 



of questionable places, this is largely offset by 
the character of pictures shown, many of 
which should not be seen by boys and girls 
of immature age. 

* * * 

H. Darnell Brittin, 

Bayonne Kiwanis Club, N. J. 

I suppose youth is under better surroundings 
in the average moving picture house than in 
the average pool parlor and dance hall. Most 
pictures demonstrate the fact that right gen- 
erally wins over might, luck and chance. 



Washington Owners Offer 
$2,500 for Bomber Arrest 

(Special to Exhibitors Herald and 
Moving Picture World) 

SEATTLE, April 10.— Offering a $2,500 re- 
ward for information leading to the arrest and 
conviction of "any person or persons" who 
threw the bomb in front of the Embassy 
theatre one morning recently, the Motion Pic- 
ture Theatre Owners, comprising the majority 
of motion picture theatres in the state, has 
enlivened the campaign against the epidemic 
of bombings that recently have swept the city. 



Sam Goldwyn Makes Two 
Finds on European Trip 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April lO.^On his return 
from Europe, Sam Goldwyn announced that 
he had made two finds. They are Lila Damiti, 
German film actress, and Walter Butler of 
London. Butler may be cast opposite Vilma 
Banky in future pictures. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



47 



^^^ 



WHAT THE PICTURE DID FOR ME 

Verdicts on Films in Language of Exhibitor 



Copyright, 1928 



Incorporated in this original exhibitors report department of Exhibitors Herald, which was estab- 
lished October 14, 1916, is the Moving Picture World department, "Straight from the Shoulder 

Reports." 



Columbia 



SALLY IN OUR ALLEY: Shirley Mason— 22%. 
March 25. A good comedy drama. But a very small 
crowd out. Have run two of Columbia's and neither 
one has drawn extra business or average business. Six 
reels. — 'Mrs. Hulda J. Green, Gem theatre, Greenriver, 
Utah. — General patronage. 



FBO 



THE BOY RIDER: Buzz Barton— 10%. March 21. 
Fair little Western with plenty of action. Barton's a 
nice little rider and before he is twenty-one he will 
be a real man rider. Go to it, boy. Five reels.— 
Rudolf Duba, Royal theatre, Kimball, S. D.— General 
patronage. 

THE GINGHAM GIRL: Special cast- 32%. March 
20. Some fair comedy in this, but an awfully thin 
story. — ^Roy W. Adams, Pastime theatre. Mason, 
Mich. — General patronage. 

NOT FOR PUBLICATION: Ralph Ince— 28%. 
March 25-26. Heavy melodrama, worked out logically 
to a big smashing climax. Good work by everybody 
concerned. — Roy W. Adams, Pastime theatie. Mason, 
Mich. — General patronage. 

THE TIMID TERROR: George O'Haia— 24%. 
February 1-2. Nothing to it. These O'Hara's have 
proved to be the brick. Stay away from them. Five 
reels. — E. J. Williams, Tivoli theatre, Knoxville, 111. — 
General patronage. 

TARZAN AND THE GOLDEN LION: Special cast 
■ — 50%. February 19. For .some reason this did not 
draw here nor take. The kide liked it well enough 
but the adults showed no enthusiasm. Seven reels. — 
L. L. Netzer, American Legion theatre, Lena, Wis. — 
Small town patronage. 

MOULDERS OF MEN: Conway Tearle— 65%. 
March 4. A very nice picture. Interesting through- 
out. Frankie Darro is surely an appealing little fel- 
low and can act. Conway Tearle did fine work. Some 
good comedy in this picture, too. Seven reels. — L. L. 
Netzer, American Legion theatre, Lena, Wis. — ^Small 
town patronage. 

THE CHEROKEE KID: Tom Tyler— March 24. A 
very satisfactory little Western. Tom and his pals 
please, both young and the old. Five reels. — Wm. 
Wiske, Community theatre, Redgranite, Wis. — Small 
town patromige. 

THE RED RIDERS OF CANADA: Patsy Ruth 
Miller — Good outdoor story with beautiful scenery, 
etc. Book it and play it to your Saturday night 
crowd. — S. H. Rich, Rich theatre, Montpelier, Idaho. — 
General patronage. 



First National 



THE RED RAIDERS: Kin Maynard— 39%. Janu- 
ary 27-28. A good historical Western that should 
please any type of audience. Lots of action. S<?ven 
reels.— E. J. Williams, Tivoli theatre, Knoxville, 111.— 
General patronage. 

FRAMED: Milton Sills— 33%. January 20-21. Fair 
picture. Not near up to the standard of "Hard 
Boiled Haggerty." Print in bad shape. Lots of 
scenes missing. Six reels. — E. J. Willi«ms, Tivoli 
theatre. Knoxville, 111. — ^Gcnernl patronage. 

THE GORILLA: Charles Murray— 60%. March 
25-26. This is a very funny picture. Good mystery. 
Btory and good comixly. Gave satisfaction. — Bert Sil- 
ver, Silver Family theatre, Greenville, Mich. — General 
patronage. 

THE GORILLA: Special cast March 18-19. Ter- 
rible, and what a stinging I got on this one. I 
don't like to report on this picture us I have some 



Editor's Note 

Percentage ratings given by ex- 
hibitors in reports to this depart- 
ment are obtained in the following 
manner: Average daily gross of 
picture reported is divided by 
average daily gross of picture hold- 
ing house record to determine 
relative box office value in terms 
of percentage. 

EXAMPLE: $75 (average daily 
gross of picture reported) divided 
by $100 (average daily gross of 
picture holding house record) 
equals .75 (percentage rating given 
picture in report) . 

When a picture has received 
percentage ratings in 10 reports it 
is entered in THE BOX OFFICE 
TICKER column of "Quick Ref- 
erence Picture Chart." This rating 
will appear in a forthcoming is- 
sue of the Herald-World. 



good friends at the First National exchange in Omaha 
but I can't help airing my opinion on this picture. 
Patrons were unanimous in their kicks on it. — J. C. 
Kennedy, Empress theatre, Akron, la. — General pat- 
ronage. 

LAND BEYOND THE LAW: Ken Maynard— 60%. 
People enjoywl it. These First National Westerns 
are far above the ordinary cheap Westerns of other 
producers. Ken is beginning to be known a little 
too, but it takes time for a new Western star to 
become popular, no matter how good he may be.— 
Philip Rand, Rex theatre. Salmon, Idaho. — General 
patronnge. 

NAUGHTY BUT NICE: Colleen Moore— 100%. 
March 23-24. Fine, like all of hers. Drew and 
please<I better than all or any of the big specials. 
Colleen, we have only been reporting on the pictures 
for about six months but have run all your picturos 
and all have been gooil. Our next one is "Her Wild 
Oat" which we will run soon. Goo<l print nnd 
photography. Seven reeIs."Rol>ert Yancey. Bonny 
theatie. Mansfield, Mo. — General patronaRC. 

FOREVER AtTER: Special cast— S5%. I didn't 
see it. Comments, "pretty goo<l," "little sad, hut koikI 
little play," "not us good as "Wnning Sox" but gixxl." 
I Iwostcd this big, and nearly irot by on mid-week 
which is goml for us those days. — Philip Rand, R«>x 
theatre. Salmon, Iilaho.— General pntronage. 

MISMATE.S: Spci-ial cast-40»'o. Plaj-iil it one 
night to Usual midweek loss. Ri-portit on this tram 
our imlrons wore very onlhusiasflc. Evidently tho 
ladies onjoyiMl it very nuioh. Philip Rnnd, Rox thea- 
tre. Sjilmon, Idaho.- (jenoral piitronngc. 



THE SPLENDID ROAD: Anna Q. Nilsson— 100%. 
March 25. This is a good picture and took well with 
our patrons, in fact I heard many comments on it 
after the show. Eight reels. — David Straszer, Ly- 
ceum theatre, Manchester, Mo. — General patronage. 

PALS FIRST: Lloyd Hughes^80%. March 18. 
Good story but not much action. Se\-en reels. — 
David Straszer. Lyceum theatre, Manchester, Mo. — 
General patrona^. 

THE WHITE BLACK SHEEP: Special cast— 75%. 
Ran one night Tuesday and actually made $3.00. 
Dick's popularity must be increasing, we usually lose 
big on Tuesday. Didn't see the play but the family 
reported it okay and clean and to get even a clean 
play in these days is something! — Philip Rand, Rex 
theatre, Salmon, Idaho, — General patronage. 

THE NOOSE: Richard Barthelmess — Best picture 
Dick ever made since "Tol'able David." A little 
heavy, but it was fine for a change. Business good. 
Eight reels. — Alfred Raboyliatti, Globe theatre. Globe, 
Ariz. — General patronage. 

THE SHEPHERD OF THE HILLS: Special cast- 
Best from First National in years. One hundred per 
cent satisfaction. A great box-office attraction. Eight 
reels. — Alfred Raboyliatti, Globe theatre. Globe, Ariz. 
— General patronage. 



Fox 



TUMBLING RIVER Tom Mix— 60»'o. March 24. 
.\ regular Tom Mix picture. -■Ml of them good. — 
Bert Silver. Silver Family theatre. Greenville, Mich. — 
General patronage. 

WTIAT PRICE GLORY: Special cast— 35<;''o. March 
22-23. Good big picture but when you have to spend 
plenty of jack for advertising to get them in the 
first night and somehow the second night falls off, 
too, might say something. There must be something 
wrong with the picture. Well, maybe it was the 
raise of admission, but it is worth it only some of 
the folks like to see something for nothing and there- 
for stay away. Twelve reels.— -Rudolf Duba, Royal 
theatre, Kimball, S. D. — General patronage. 

WHAT PRICE GLORY: Special cast— Brother e-X- 
hibilors. here is one of the greatest pictures of the 
year. A hard boiled story of the great war with a 
tear now and then. Victor McLaglen and Edmund 
Lowe were great nnd Dolores Del Rio was an ideel 
type for the French girl. Tlie comedj- relief was 
surefire and the apix>arance of McNamara and Cohen 
produced many laughs. The dapper Eilmund Ix>wo 
made a decided hit with the ladies. Would approciato 
an autograiihe<l photo from both Mr. McLaglen and 
Mr. Lowe. We also wish to congratulate Mr. Fox 
in the manner in which the picture is pr«*ented. 
The story is being told the first fifteen seconds after 
picture opens. The first caption is the title, the sec- 
ond Roul Walsh, producer, and then the story open*. 
The lending characters are introduoxl as they «piM>»r 
on the scrtH'n. Very good Mr. Fox. Who cnre.s who 
shinod the leading man's shoes or what cnri^entenfi 
nailed the set together? Hope to see other producers 
follow suit. — Jo Zimmerman, Rex theatre, Aurora. 
Minn, (ieniral patronnge. 

SEVENTH HEAVEN: Gnynor-Parrcll— Thl* is a 
wonderful i>ioturo. I ran it against "The nig Parade" 
and it mndo money for mo. breaking my house rif- 
ord for increase in business of second night over first 
night, which says more for the picture than any 
wordy conversation I could Bi\"e it. People like it 
and the little lad>* ii* an outstandinir star. — Chas. 
l.<-e Hyde, tirand theatre, Pierre, S. D. — CieneraJ pat- 
ronage. 

SEVENTH HEAVEN: Oaynor-rarrell March 

25-26. Wo thought this a splendid picture. Many 



48 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



favorable comments. Good drawing power. Twelve 
reels. — ^Mrs. C. Knox, Star theatre. Villa Grove, 111. — 
Small town patronage. 

GATEWAY OF THE MOON: Dolores Del Rio- 
March 19-20. A good program picture. Star is good 
to look at and acted her part to perfection. Five 
reels. — Leslie Hables, Reel Joy theatre. King City, 
Cal. — Small town patronage. 

EAST SIDE, WEST SIDE: George O'Brien— Big- 
gest flop in years. Why is Pox advertising a prize 
fight picture, all papers and photos full of fights? 
Public does not call for them, so they stay out. 
Picture is very good. — Alfred Raboyliatti, Globe thea- 
tre. Globe, Ariz. — General patronage. 

THE HIGH SCHOOL HERO: Special cast— This 
Is one of the finest comedies I have ever shown. The 
crofwd ate it up. The name kept a lot of the grown- 
ups away, so go easy on the title but strong on 
the picture. It pleased old and young when they 
saw it. No villian, just a good comedy. — ^Chas. Lee 
Hyde, Grand theatre, Pierre, S. D. — General patron- 



Gotham 



THE GIRL FROM RIO: Carmel Myers— 10%. 
March 20. Just a fair program, did not draw on 
mid-week night. Six reels. — Rudolf Duba, Royal thea- 
tre, Kimball, S. D. — General patronage. 

Metro-Goldwyn-Mayer 

BEN HUR: Ramon Navarro — 90%. February 
6-7-8-9. The gi-eatest picture ever produced to my 
way of thinking. Every theatre should run it if 
you can buy it right. Twelve reels.s~E. J. Williams, 
Tivoli theatre, Knoxville, 111. — General patronage. 

BEN HUR: Ramon Novarro — March 14-15. After 
all that has been said and done, this is a wonder- 
ful production. This picture pleased and for us it 
drew better than "The Big Parade." Pulled in peo- 
ple that I had never seen before. Twelve reels. — 
Wm. Wiske, Community theatre, Redgranite, Wis. — 
Small town patronage. 

SPRING FEVER: William Haines— 85%. Febru- 
ary 2. A darb, there is no golf played in this small 



town but that had nothing to do with anyones en- 
joyment of this picture. Because I haven't been in 
an aeroplane wouldn't keep me from thrilling to 
"Wings," etc. This picture is a humdinger. William 
Haines always draws okay for us. Seven reels. — 
L. L. Netzer, American Legion theatre, Lena, Wis. — 
Small town patronage. 

ADAM AND EVIL: Cody-Pringle— 80%. January 
22. Clever, very sophisticated farce comedy that 
pleased mightily. Lew Cody is the husband of Aileen 
and also takes the part of the twin brother from 
Brazil. Of course, it's the ensuing complications that 
cause all the excitement. When Aileen doesn't know 
her own husband what can you expect? Heard only 
praise here. Not so good for the babes in arms, 
though ! ! Seven reels. — L. L. Netzer, American 
Legion theatre, Lena, Wis. — Small town patronage. 

THE VALLEY OF HELL: Special cast-^9%. 
March 17. This one failed to draw and also failed 
to please. After they have Paramount Westerns these 
won't get over at all. — Paul B. Hoffman, Legion thea- 
tre, Holyrood, Kan. — Small town patronage. 

THE WANING SEX: Special cast— 60%. When 
those two old timers J. C. Jenkins and Frank O'Hara 
were out here in God's country they told us to be 
sure and book "Waning Sex." We did, and I'll have 
to confess these fellows know a good play when 
they see it. Norma Shearer and Conrad Nagel were 
both fine in this pleasing comedy drama. Every one 
praised it. Book it. It is a fine clean picture. — 
Philip Rand, Rex theatre, Salmon, Idaho. — General 
patronage. 

THE LOVELORN: Special cast— 30%. January 
30-31. A good modern story that should please your 
young people, but some of the girls didn't fall for it 
here. Beatrice Fairfax's name don't mean anything. 
Seven reels. — E. J. Williams, Tivoli theatre, Knox- 
ville, 111. — General patronage. 

ANNIE LAURIE: Lillian Gish— 49%. January 
23-24. A good story with wonderful sets and stars. 
should please in any theatre. Nine reels. — E. J. 
Williams, Tivoli theatre, Knoxville, 111. — General pat- 
ronage. 

MONTE CARLO: Special cast— 80%. Tied up 
with business and professional woman's club who 
put on fashion show. This play also has a fashion 



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show in colors. The play is a rollicking farce and 
seemed to take with people Okay. — Philip Rand, Rex 
theatre, Salmon, Idaho. — General patronage. 

ON ZE BOULEVARD; Lew Cody— 25%. March 
20. Just a picture. Who told this man he was 
funny? — Bert Silver, Silver Family theatre, Green- 
ville, Mich. — General patronage. 

AFTER MIDNIGHT: Norma Shearer— 42%. March 
20. Better than the average Tuesday house. Not 
as good as some of her other pictures. Seven reels. — 
Mrs. Hulda J. Green, Gem theatre, Greenriver, Utah. 
— General patronage. 

ALTARS OF DESIRE: Mae Murray— 30%. Janu- 
ary 28. What a flop. The audience thought there 
was something wrong with the focusing as every 
closeup of Mae Murray was so indistinct. They 
didn't know how hard the camera man had to try 
to take a few years off of Mae Murray. Mae trying 
to act like an unsophisticated sixteen year old. She 
certainly should be kept out of pictures. Play this 
on your off night when you don't count on anyone 
coming to see it. Seven reels. — L. L. Netzer, Ameri- 
can Legion theatre, Lena, Wis. — Small town patron- 
age. 

THE UNKNOWN: Special cast— 58%. Febrnary 
28. Not so good as some. Joan very easy to look 
at. Acting wonderful but gruesome. He won't pull 
a crowd for the ladies stay away. Seven reels. — 
E. W. Wright, Redwood theatre. Redwood, N. Y.— 
Small town patronage. 

ROOKIES: Dane-Arthur— 17%. January 25-26. 
A return engagement of one of the best comedies 
ever made, if not the best. Seven reels. — E. J. Wil- 
liams, Tivoli theatre, Knoxville, 111. — General patron- 
age. 



Paramount 



OPEN RANGE: Lane Chandler— 48%. February 
3-4. A good Zane Grey story as most of them are. 
I will sure be glad when Holt gets back in these 
Zane Grey's. Six reels. — E. J. Williams, Tivoli thea- 
tre, Knoxville, 111. — ^General patronage. 

SHOOTIN' IRONS: Jack Luden— 57%. March 24. 
Just a program picture. It was well received but 
not well attended. Six reels. — Paul B. Hoffman, 
Legion theatre, Holyrood, Kan. — Small town patron- 
age. 

SHANGHAI BOUND: Richard Dix— 58%. March 
21-22. This is a splendid program picture. Star and 
cast good. — Bert Silver, Silver Family theatre, Green- 
ville, Mich. — General patronage. 

SHANGHAI BOUND: Richard Dix— Not as good 
as some of the old ones, but at that it's fair, and 
we did noly a fair business on it. — S. H. Rich, Rich 
theatre, Montpelier, Idaho. — General patronage. 

THE LAST OUTLAW: Special oast— 53%. March 
10. A good program offering that pleased those who 
came out to see it. Nothing big but all there just 
the same. — Paul B. Hoffman, Legion theatre. Holy- 
rood, Kan. — Small town patronage. 

LET IT RAIN; Special cast — 48%. All seemed to 
enjoy this one with Doug, though MacLean is not 
a winner for us financially. We put "Collegians" on 
with this but even so lost on a Wednesday-Thursday. 
Paramount programs never pay for us. — Philip Rand, 
Rex theatre, Salmon, Idaho. — General patronage. 

BARBED WIRE; Pola Negri— 48%. March 24. 
A very good picture. Ran "Our Gang" with it and 
had a good crowd out. Eight reels — Mrs. Hulda J. 
Green, Gem theatre, Greenriver, Utah. — General pat- 
ronage. 

WE'RE ALL GAMBLERS: Thomas Meighan— 
31%. March 22. Just fair, cast is good. Seven 
reels. — Mrs. Hulda J. Green, Gem theatre, Greenriver, 
Utah. — General patronage. 

WE'RE ALL GAMBLERS: Thomas Meighan— Just 
about as slow, lifeless and listless as anything we 
have seen Meighan in. Producers are sure getting 
"hard put" to get good stuff now days. Six reels. — 
Giacoma Brothers, Crystal theatre. Tombstone, Ariz. 
— General patronage. 

LOVE'S GREATEST MISTAKE: Evelyn Brent- 
Very good. Business not so good. Good cast in- 



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April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



49 



eluding William Powell and Josephine Dunn. — E. C. 
Bays, Globe theatre, Buena Vieta, Va. — Small town 
patronage. 

DOOMSDAY: Florence Vidor— This is just an 
ordinary star picture. Nothing to object to if you 
have it bought and can run it at so much a foot. 
It is an argument against block booking, but that 
has nothing to do with the Brookhart bill which it 
looks to me is going to go by the boardi? as we have 
too much intelligence in Washington to give the baby 
strychnine to cure growing pains. — Chas. Lee Hyde, 
Grand theatre, Pierre, S. D. — ^General patronage. 

BEAU SABREUR: Special cast— March 13-14-15. 
A real good production, not much for drawing 
power, but seemed to satisfy those who saw it. — 
J. C. Kennedy, Empress theatre, Akron, la. — General 
patronage. 

SOMETmNG ALWAYS HAPPENS: Esther Ral- 
ston — Owing to our having played several spook pic- 
tures of late, this one did not go over very well but 
is a good average picture of its kind. — P. R. Matson, 
Crystal theatre, Flandreau, S. D. — General patronage. 

UNDERWORLD: Special cast— This is a great 
picture. Susjyense is handled better in this pro- 
duction than any I have ever seen before. It is just 
so full of "something is going to happen" that it 
pleased everyone. — ^Ghae. Lee Hyde, Grand theatre, 
Pierre, S. D. — General patronage. 

THE COVERED WAGON: Special cast— 80%. 
Brought back for second time. Pleased greatly and 
paid. Don't be afraid to try it again. We charged 
40-20 cents this time as against 75-50 cents the first 
time. There is a Victor Orthonphonic record just out 
"Oh Suzanne" which is the banjo music called for 
on screen. Don't fail to secure it. — Philip Rand, Rex 
theatre, Salmon, Idaho. — General patronage. 

RED HAIR: Clara Bow— The sweetest little star 
appearing in pictures in one of the very best photo- 
plays in which she has ever played with the excep- 
tion of "It" and we doubt very much if that picture 
pleased a larger per cent. The introduction, pho- 
tographed in colors, was the most beautiful we have 
«ver seen. — ^P. R. Matson Crystal theatre, Flandreau, 
S. D. — General patronage. 

THE PIONEER SCOUT: Fred Thomson— If your 
patrons like Western pictures they will like this one 
as it is fully up to this star's former productions 
and this is saying considerable. The covered wagon 
race alone is almost worth the price of admission as 
it is a thriller, almost as good as the one in "North 
of 36." — P. R. Matson, Crystal theatre, Flandreau, 
S. D. — General patronage. 

THE PIONEER SCOUT: Fred Thomson— March 
11. A very good Western picture. Did not draw 
for me, though. Seven reels. — Leslie Hables, Reel 
Joy theatre. King City, Cal. — Small town patronage. 

TILLIE'S PUNCTURED ROMANCE: Special cast 
— This is a fair picture, would make a good two reel 
■comedy. Has the best opening and the poorest end- 
ind I ever saw tied together in the same picture, 
so judge it should be classified as "one of the out- 
standing pictures of the year."— Chas. Lee Hyde, 
Grand theatre, Pierre, S. D. — General patronage. 



Rayart 



THE LAFFIN' FOOL: Jack Perrin— 90%. Feb- 
ruary 11. A clever little Western with much comedy. 
Kept our crowd in an uproar most of the time. 
The kid in this one, Billy Lamar, I believe is very 
sood. This is one of the best State Right Westerns 
we have played. Give Jack Perrin some good stories 
and he will rank with the best of them. Five 
reels. — E. F. Ingram, Ingram's theatre, Ashland, Ala. 
— Small town patronage. 

THE SILENT HERO: Special cast— February 21. 
Good dog picture from every angle. It should do 
business any place where outdoor pictures are liked. 
Six reels.— H. W. Batchelder, Gait theatre. Gait, Cal. 
— Small town patronage. 



Tiffany 



WOMEN'S WARES: Evelyn Brent— Here is a lot 
of entertainment and we all enjoyed it. Gertrude 
Short rather runs away with the picture. Tiffany has 
■certainly lived up to their name in providing us with 
good pictures lately. — -Mrs. A. B. Woodyatt, Bio thea- 
tre, Moline, 111. — General patronage. 

WILD GEESE: Special cast— Played this one last 
Sunday and Monday and believe me it is a real spe- 
cial production. We played nil TilTany'a 1926-27 
products and bought all the 1927-28 product after 
running about 6 of the 2G-27 pictures. This picture 
taken from the novel of the same name, wonderfully 
well done with a very fine and capable cast. We got 
a break on the price for we bought it in block before 



From Merry England 

LUDLOW, SALOP, ENGLAND.— 7'o the Editor: I see in this week's issue of the Herald- 
World that J. C. Jenkins claims he is 36. From his photos I have always taken him to be 
about four times that age, though he always writes like a 2-year-ol(l. Still, after the yam 
he told about the toad in the stone, he could have said he was 21 without blushing. Wbat 
would the exhibitors who have seen him take him for? 

I also see that Wm. Tragsdorf is after J. C.'s blood for picturing him as always running 
round after a corkscrew. Tragsdorf is too slow. Can't he see it's a case of the pot calling 
the kettle black? What's J. C. been doing in Texas the last month? It isn't to let the sun 
tan his hide — he's too fond of getting blue in the nose from his Nebraska blizzards for 
that — no, I've thought it all out; amongst other things, Texas is next door to Mexico, and 
Mexico . . . well, you know. Then J. C. tries to fool everybody by reeling off a string 
of towns he says he has visited, while if you inquire of the exhibitors there they'll tell 
you they never heard of J. C. Jenkins and never expect to while Texas lies alongside 
Mexico, but you ask the border authorities if they knew J. C! 

Thank you, Wm. Tragsdorf, for your invitation to the convention in June. It's a long 
way to go! — P. R. TEMPLE, The Pitcure House, Ludlow, Salop, England. 



Tiffany knew what they had. If you are looking for 
a big picture, see that you run this one. — Oscar 
Wesley, Colonial theatre, Gillespie, 111. — General pat- 
ronage. 

THE HAUNTED SHIP: Special cast— February 
12-13. I take pleasure in advising you that the pic- 
ture was enjoyed by my patrons as well as "The 
Blood Ship," and some even liked it better. My 
receipts grossed me about the same as "The Blood 
Ship." Both my manager, Mr. P. Ryan, and I 
looked at the picture and we agree on the opinion 
that the picture is very good. More power to Tif- 
fany. — Hiem Jacob, Palace theatre, Atlantic City, 
N. J. — General patronage. 

NIGHT LIFE: Johnny Harron — This picture was 
very good, while nothing startling, it pleased the 
majority. Of course, there are some that nothing 
will please. The entertainment was varied and well 
acted. Do not be afraid to book it. — Mrs. A. B. 
Woodyatt, Bio theatre, Moline, 111. — General pat- 
ronage. 

LIGHTNING: Special cast — A Zane Grey story 
that is different. Had more favorable comments on 
this picture than any program offering we have run 
in many a day. Business very good on this one for 
two days. — Oscar Wesley, Colonial theatre, Gillespie, 
111. — General patronage. 

COLLEGE DAYS: Special cast— Anything with 
the name of A. P. Younger, who made "Brown of 
Harvard" and "Wild Geese," you can depend upon 
as being a good attraction. This one by far the best 
of college pictures made so far. Business highly 
pleasing on a two day run. — Oscar Wesley, Colonial 
theatre, Gillespie, 111. — General patronage. 



United Artists 



SORRELL AND SON: H. B. Warner— 50%. A 
wonderful picture that will increase business after 
first night. If music is cued correctly for the sad 
scene it goes over with a bang. Brings the higher 
element of people that seldom go to the movies. — 
Charles V. Martina, Family theatre, Mt. Morris, 
N. Y. — General patronage. 

SORRELL AND SON: H. W. Warner— March 
6-7-8. This is one of the pictures of the year. You 
don't need to be afraid to advertise it, for it's worth 
all you can say about it. Nobody will take any 
offense from a picture like this. It's for every mem- 
ber of the family. Now you know what to do, so 
step out and give your patrons something. Good 
turnout, considering the gonornl condition of busi- 
ness. Nine reels. — John L. Dnmm, Strand theatre, 
Wadsworth, Ohio. — General patronage. 

THE GAUCHO: Dougl.is Fairbanks— eoro- The 
picture is a wonderful one of its type. However, 
bought at a high cost and was forced to raise ad- 
mission above the ordinary so-called specials. Maybe 
it does the people good to s<m? n high adminsion price 
and make them forget the h.nrd times and prenidon- 
tial year. If you believe it. it's so, no a Thomas 
Moighnn title rend. — Charles V. Martina, Family 
th^-atro, Mt. Morris, N. Y. — General patronase. 

MY BEST GIRL: Mni-y Pickford— 60%. A very 
good comedy and pathetic <lran>n. A little overwold 
in price. — Charles V. Martina. Family theatre. MU 
Morris, N. Y. — General patronage. 



LITTLE ANNIE ROONEY: Mary Pickford— Very 
good. Mary Pickford is always good. Business fair. 
Drew more children than any picture we've played in 
several months. — -E. C. Bays, Globe theatre, Buena 
Vista, Va. — General patronage. 

THE BELOVED ROGUE: John Bar rymore— Feb- 
ruary 7. A fair picture that did not make expenses 
for me. — Dewey L. KLsor, Sterling theatre, Fairmont, 
Neb. — -Small town patronage. 

TUMBLEWEEDS: William S. Hart^Rotten, abso- 
lutely rotten, and don't let anyone tell you any dif- 
ferent. Hardly a person here said they liked it. 
Pass it up and you won't be sorry. — Marion F. 
Bodwell, Paramount theatre, Wyoming, 111. — ^General 
patronage. 

THE SON OF THE SHEIK and THE SHEIK: 

Rudolph Valentino — We played them Saturday night 
and they made us money. Better than the money, 
they pleased our people. A refreshing change from 
many times we have been stung lately. — A.. E. Wil- 
cox, Unique theatre, Bricelyn, Minn. — Small town 
patronage. 



Universal 



THE COHENS AND KELLYS IN PARIS: Sidney- 
MacDonald — 60%. March 8-9. A very satisfactory 
picture that did much better than program business. 
MacDonald very good, but possibly not as satisfactory 
as Murray might have been. My patrons like the 
Sidney-Murray combination and are disappointed 
when they don't see them together. Eight reels. — 
Homer P. Morley. Princess theatre, Buchanan, Mich. 
— Small town patronage. 

ON YOUR TOES: Reginald Denny— March 7. 
Didn't go over as good as "That's My Daddy" and 
is not quite as good. Also Snookums and News. Six 
reels. — Paul J. Dubbin, Majestic theatre. Perry, III. — 
General patronage. 

PUT 'EM UP: Fred Humes— SS"'*. March 10. 
The best Western picture we have run in many 
moons. The poorest crowds we have had in a good 
stretch on Saturday, but the good book soya there 
will be days. Well, ever>-body was pleased so that 
is some help. Five reels. — Roy E. Mitohell, Plain- 
view theatre, Plainview, Tex. — Genera] patronage. 

PUT 'EM UP: Fred Humes— 50"^. March 10. 
Good action program picture. — Bert Silver, Silver 
Family theatre. Greenville. Mich. — General potronasc 

LES MISERABLES: Special cast— ID*',. I sup- 
pose it could be "less misemblo" but then it was. 
Satisfactory and different from the usual run of plo- 
turoB. A little too long. Eleven reels. — Charles V. 
Martina. Family theatre, Mt Morris, N. Y. — Genarml 
patronage. 

LES MISERABLES: Spoclnl cauit— March 14-15. 

A wonderful production that was a great flop. Took 
in enough to pay ovorhond and advertising. Everyone 
highly pU'a.-iod. — Paul J. Durbtn. Majestic theatre, 
Porry. III. — General patronage. 

PAINTING THE TOWN: Special out— 10*% 
February 10. Boys, this is a knockout. I 
this to the sky and it liveii up to it all. Vn\v* 
has some good pictures, but the rottentrt w>rHc« 
from Memphis oilico I ever saw. I will soon be 
through with them for good. Seven reek. — Eenn^ 



50 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Lloyd, Joy theatre. Foreman, Ark. — Genertal pat- 
ronage. 

THE CHINESE PARROT: Marion Nixon— 20%. 
February 19-20. A good mystery thriller but all 
eweet Marion has to do is stand around and look 
worried. — Roy W. Adams, Pastime theatre. Mason, 
Mich. — General patronage. 

THE CHINESE PARROT: Marion Nixon— A real 
mystery drama to my idea. Hobart Bosworth plays 
two parts and Edmund Burns is good. Seven reels. 
— S. R. Cook, Althea theatre, Dunseith, N. D. — Gen- 
eral patronage. 

PAINTED PONIES: Hoot Gibson— 55%. Average 
satisfactory picture but the comedian and some of the 
subtitles get first honors from Gibson this time. — 
Charles V. Martina, Family theatre, Mt. Morris, N. 
Y. — General patronage. 

PAINTED PONIES: Hoot Gibson— 35%. Feb- 
ruary 3-4. Good comedy Western. — Roy W. Adams, 
Pastime theatre. Mason, Mich. — General patronage. 

PAINTED PONIES: Hoot Gibson— Best Gibson to 
date. Slim Summerville gives some real comedy. 
Six reels. — ^S. R. Cook, Althea theatre, Dunseith, 
N. D. — General patronage. 

OUT ALL NIGHT: Reginald Denny— 23%. Jan- 
uary 29-30. Denny's stories are getting better, at 
least, this one seems an improvement. They have 
never reached the high comedy mark of "California 
Straight Ahead" with any subsequent picture of his. 
— Roy W. Adams, Pastime theatre. Mason, Mich. — 
General patronage. 

A HERO FOR A NIGHT: Glenn Tryon— 24%. 
February 12-13. Another hilarious slapstick with 
aggravatin' papa. — Roy W. Adams, Pastime theatre. 
Mason, Mich. — General patronage. 

A HERO FOR A NIGHT: Glenn Tryon— 10%. 
A nice program picture of the impossible slapstick 
kind. However, pleasing. To read the Universal 
weekly editorials you'd think you were going to 
show "Rookies" or some other knockout comedy. 
This business needs more action and less bull. — 
Charles V. Martina, Family theatre, Mt. Morris, 
N. Y. — General patronage. 

A HERO ON HORSEBACK: Hoot Gibson^ 1%. 
February 10-11. Fair Weetern which draws better 
than it pleases. Six reels. — ^S. G. Ihde, Photoplay 
theatre, Ashland, Kan. — ^Small town patronage. 

WESTERN WHIRLWIND: Jack Hoxie— 25%. 
February 21. Better story than some Hoxie has had. 
— Roy W. Adams, Pastime theatre. Mason, Mich. — 
General patronage. 

A MAN'S PAST: Conrad Veid1^30%. March 
13-14. In this season's over supply of comedies a 
heavy well acted drama is a welcome relief. I re- 
ceived many very favorable comments on it and 
classed it as the beet offering we have had in 
months and that included the much talked of "What 
Price Glory." The title is its main drawback. Seven 
reels. — Homer P. Morley, Princess theatre, Buchanan, 
Mich. — Small town patronage. 

THE SILENT RIDER: Hoot Gibson— 34%. Feb- 
ruary 24-25. This is the kind they like to see Hoot 
in. Six reels. — S. G. Ihde, Photoplay theatre, Ash- 
land, Kan. — Small town patronage. 

CALL OF THE HEART: Dynamite— 25%. Feb- 
ruary 27. A dog picture that didn't arouse much 
interest. — Roy W. Adams, Pastime theatre. Mason, 
Mich. — General patronage. 

THE CLAW: Clair Windsor— 60%. January 14. 
Fair. Six reels. — E. S. Wright, Redwood theatre. 
Redwood, N. Y. — Small town patronage. 

THE CLAW: Special cast — A very pleasing story 
of South Africa. Print excellent. Photography 
good. Business average. 10 and 25 cents. Six reels. 
—Dr. F. M. Childs, Cozy theatre, Villisca, la.— Gen- 
eral patronage. 

THE PRAIRIE KING: Hoot Gibson— 65%. Jan- 
nary 28. Just another picture by Hoot. Nothing to 
rave about. Six reels. — E. S. Wright, Redwood thea- 
tre. Redwood, N. Y. — Small town patronage. 

THE PRAIRIE KING: Hoot Gibson— 29%. Feb- 
ruary 24-25. Just fair. — Roy W. Adams, Pastime 
theatre. Mason, Mich. — General patronage. 

THE CAT AND THE CANARY: Laura LaPlante 
— 80%. Good picture with a great title. It drew a 
good cro^wd in face of bad weather and roads. 
Patrons were divided on opinions. Some liked it and 
some didn't. Not as good as "The Bat" but a box 
office attraction nevertheless. — L. E. Palmer, Post- 
ville theatre, Postville, la. — General patronage. 

POKER FACES: Laura LaPlante— 80%. Laura 
I^aPlante always good here. This picture was fine 
and kept the house in one uproar. Seven reels. — 
Minnie M. Schnoor, Paramount theatre, Stapleton, 
Neb. — Small town patronage. 

THE MARRIAGE CLAUSE: Billie Dove— 25%. 
March 11. A highly dramatic picture that is good. 
Our people do not care so much for them so they 
didn't come out to see it. Eight reels. — Mrs. Hulda 
J. Green, Gem theatre, Greenriver, Utah. — General 
patronage. 



THE PHANTOM FLYER: Al Wilson— 25%. 
March 16. A good little airplane story. — Bert Silver, 
Silver Family theatre, Greenville, Mich. — General 
patronage. 

THE PHANTOM FLYER: Al Wilson— Something 
a little different in Western pictures. Some very 
good airplane stuff in it. But don't promise too 
much on this one. Five reels. — C. A. Spainhour, 
Twilight theatre, Greensburg, Kan. — General pat- 
ronage. 

WINE: Clara Bow— 75%. February 11. This is 
nothing to compare with her late pictures. In fact, 
you will hurt her drawing power to play this now. 
Eight reels. — Kenney Lloyd, Joy theatre. Foreman, 
Ark. — General patronage. 

THE OLD SOAK: Jean Hersholt— 50%. A good 
comedy with a novel lesson in connection. Appropri- 
ate for father and son celebration. Seven reels. — 
Minnia M. Schnoor, Paramount theatre, Stapleton, 
Neb. — Small town patronage. 

PRISONERS OF THE STORM: House Peters— 
75%. A good picture. Seven reels. — Minnie M. 
Schnoor, Paramount theatre, Stapleton, Neb. — Small 
town patronage. 

THE SMALL BACHELOR: Special cast— Title 
doesn't draw here. Good farce comedy, though Lucien 
Littleford steals the glory as the comedian in this 
one. Tone okay. — ^Dwight Grist, Theatorium, Colum- 
bia Falls, Mont. — General patronage. 

THE SMALL BACHELOR: Barabara Kent— Good 
clean comedy like most Universals are, 'with a good 
cafit. Seven reels. — ^S. R. Cook, Althea theatre, Dun- 
seith, N. D. — General patronage. 

THE LONE EAGLE: Special cast— March 2-3. 
Good picture of its kind. Not much of a drawing 
card. Print good ; photography good. Seven reels.— 
P. G. Held, Strand theatre, Griswold, la. — Neighbor- 
hood patronage. 

THE LONE EAGLE: Raymond Keane — Good 
drama of the air andl of the World War heroes. 
Some good scenes and some fake ones. I thought it 
was good. Seven reels. — S. R. Cook, Althea theatre, 
Dunseith, N. D. — General patronage. 

FINDERS KEEPERS: Laura LaPlante— March 11. 
The bunk. No story. Russell Armentrout, K. P. 
theatre, Pittsfield, III. — General patronage. 

THE RAWHIDE KID: Hoot Gibson— March 17. 
Hoot always goes over and never fails to please or 
get them in. If you don't play Hoot you don't play 
Westerns at all. Six reels. — Paul J. Durbin, Ma- 
jestic theatre. Perry, 111. — ^General patronage. 

THE FOUR FLUSHER; George Lewis— A very 
good picture but the theatre-goers here are hard 
boiled mountaineers and they want their pictures 
rough. To make anything, we have to play Westerns 
or good action pictures. Six reels. — ^E. C. Bays, 
Globe theatre, Buena Vista, Va.^General patronage. 

THE TEXAS STREAK: Hoot Gibson— This picture 
not worthy of Hoot. One of his poorest. When a 
movie actor breaks into pictures and becomes a star, 
very poor indeed, for Hoot. Six reels. — Mrs. James 
Webb, Cozy theatre. Union, Ore. — Small town pat- 
ronage. 

CHEATING CHEATERS: Betty Compson— Another 
excellent mystery drama with some good comedy. — 
S. R. Cook, Althea theatre, Dunseith, N. D. — General 
patronage. 

THE FOURTH COMMANDMENT: Belle Bennett 
— This is a very fine Western. Most everybody liked 
its theme, mother love. Worth playing. Eight reels. 
■ — Mrs. James Webb, Cozy theatre. Union, Ore. — 
Small town patronage. 

THE BORDER CAVALIER: Fred Humes— Played 
this to best Saturday business this winter. They 
liked this boy. Pee Wee Holmes and Ben Corbet are 
in this too, and they're good. Five reels. — E. C. 
Bays. Globe theatre, Buena Vista, Va. — General pat- 
ronage. 

THE MIDNIGHT SUN: Special cast— This was a 
very spectacular picture and pleased our people very 
much. Cast good, photography good and the story 
good. Nine reels.^Giacoma Bros., Crystal theatre. 
Tombstone, Ariz. — General patronage. 

DESERT DUST: Ted Wells— Fair Western. Five 
reels. — S. R. Cook, Althea theatre, Dunseith, N. I>. — 
General patronage. 

SKY HIGH SAUNDERS: Al Wilson— Better than 
"Three Miles Up" with Al playing two parts. These 
pictures won't hurt your theatre. Five reels. — S. R. 
Cook, Althea theatre, Dunseith, N. D. — General pat- 
ronage. 

THE FEARLESS RIDER: Fred Humes- March 10. 
A good little Western for Saturdays. Story a little 
weak. Five reels. — Paul J. Durbin, Majestic theatre. 
Perry, 111. — General patronage. 

THE FEARLESS RIDER: Fred Humes— Bunk. 
Five reels. — S. R. Cook Althea theatre, Dunseith, 
N. D. — General patronage. 

WILD BEAUTY: Special cast— Good Western. 
Different than the average. Will please the kids 



especially. — Dwight Grist, Theatorium, Columbia 
Falls, Mont. — General patronage. 

HER BIG NIGHT: Laura LaPlante— An extra 
good feature. We call this one of the best program 
pictures we have ever played. Maybe Urxiversal calls 
it a special but as it wasn't sold to us as a special 
we call it a program picture. But we have played 
plenty specials that we paid special prices for that 
were not as good as this picture. Very, very clever. 
Boost it, it will stand advance in admission. Bight 
reels. — C. A. Spainhour, Twilight theatre, Greens- 
burg, Kan. — General patronage. 

MEN OF DARING: Jack Hoxie— March 3. Maybe 
some would like this picture but I can't give it a 
boost. — F. E. Sabin, Majestic theatre. Eureka, Mont. 
— Small town patronage. 

THREE MILES UP : Al Wilson— 20%. January 
27-28. Good picture of the air forces. Plenty of 
excitement and holds a fellow spellbound. Al Wilson 
sure can walk the airplanes to perfection and if all 
of his pictures would be this good we will have a 
good bet in his pictures. Five reels. — Rudolf Duba,. 
Royal theatre, Kimball, S. D. — General patronage. 

THE LOVE THRILL: Laura LaPlant^l5%. 
February 12. A good comedy drama but we had cold 
weather and nobody came out to see it. First time- 
we have had Laura LaPlante and like her. Six 
reels. — Mrs. Hulda J. Green, Gem theatre. Green- 
river, Utah. — General patronage. 

FANGS OF DESTINY: Special cast— 70%. Feb- 
ruary 1. Had quite a few comments on this pic- 
ture especially on Dynamite, the wonder dog. Five- 
reels. — David Straszer, Lyceum theatre, Manchester, 
Mo. — General patronage. 

THE COHENS AND KELLYS IN PARIS: Special 
cast — February 8-9. A real knockout, better than the- 
old one. Universal charging plenty for it, of covirse, 
and business here hurt by smallpox scare. It is a 
genuinely funny picture and rates the highest praise 
to all concerned in its production. You can go after 
it with all you've got and not hesitate to give it your 
personal okay. Eight reels. — Henry Reeve, Mission 
theatre, Menard, Tex. — Small town patronage. 

PAINTING THE TOWN: Glen Tryon— February 
13-14. A crackerjack feature. Comedy was of the- 
right sort. Did not draw enough to pay out but 
was sold to me right. We want more of this class of 
amusement here. Seven reels. — Leslie Hables. Reel 
Joy theatre, King City, Calif. — Small town patronage. 

PAINTING THE TOWN: Glyn Tryon- February 

7-8. A good comedy drama. Print good, photog- 
raphy good. Six reels. — P. G. Held, Strand theatre, 
Griswold, la. — General patronage. 



Warner Bros. 



DOG OF THE REGIMENT: Rin "Hn Tin— 100%. 
January 11. Dandy picture for small towns where 
thrills and melodramas are the only thing. House 
record broken on this one here. Six reels. — E. S. 
Wright, Rtedwood theatre. Redwood, N. Y. — Small 
town patronage. 

DOG OF THE REGIMENT: Rin Tin Tin— 85%. 
March 3. Not much of a story but went over big- 
at the box office. Six reels. — B. Hollenbeck, Rose 
& Liberty theatres, Sumas & Lynden, Wash.— Small 
town patronage. 

DOG OF THE REGIMENT: Rin Tin Tin— 30%. 
February 24-25. A good dog picture that will draw 
the average crowd that attends action pictures. Six 
reels. — Warren L. Weber, Ellinwood theatre, Ellin- 
wood, Kan. — General patronage. 

THE MISSING LINK: Syd Chaplin— 20%. March 
7. Just a fair program picture. No drawing power 
and not worth the special price we paid for it. Seven 
reels. — B. Hollenbeck, Rose & Liberty theatres, Sumas 
& Lynden, Wash. — ^Small town patronage. 

THE MISSING UNK: Syd Chaplin— There was 
certainly something missing at the box office when 
we played this picture. The chimpanzee created a 
lot of laughs for the children but the grownups 
thought it terrible. Syd Chaplin may seem funny to- 
some people but to our patrons he fell flat. — Mrs. 
A. B. Woodyatt, Bio theatre, Moline, 111. — General 
patronage. 

THE MISSING LINK: Sid Chaplin— February 26. 
Well named, for there was something missing alt 
through the picture. Not equal to an ordinary pro- 
gram. A flop for me. — E. T. Dunlap, Dunlap theatre^ 
Howarden, la. — General patronage. 

A SAILOR'S SWEETHEART: Special cast— 15%. 
March 6. Yes, this is funny. Could not help it -with 
these comedians, but as an entertainment about 
twenty-five per cent satisfaction. — Bert Silver, Silver 
Family theatre, Greenville, Mich. — General patronage. 

A RACE FOR LIFE: Rin Tin Tin— 65%. March 1. 
Good, what there is of it. I'm thinking of putting my 
name on the mailing list, so that when Warner 
Bros, finish this picture they can send me the rest of 
it. A picture with no ending. Five reels. — Aug. 
Berkholtz, Mermac theatre. West Bend, Wis. — Gen- 
eral patronage. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



51 



WHILE LONDON SLEEPS: Rin Tin Tin— 50%. 
January 13-14. Fair, not up to the standard of 
Rinty'e pictures. Too grueeome for the kids and the 
dog always gets lots of children. Six reels. — E. J. 
Williams, Tivoli theatre, Knoxville, 111. — General pat- 
ronage. 

HEART OF MARYLAND: Dolores Coetello— 
March 6. A very good picture that drew a little 
better than average and seemed to please. Seven 
reels. — Dewey L. Kisor, Sterling theatre, Fairmont, 
Neb. — Small town patronage. 

JAWS OF STEEL: Rin Tin Tin— February 4. A 
real good picture. Six reels. — Thomas Jisa, Opera 
House, Coal City, III. — General patronage. 

JAWS OF STEEL Rin Tin Tin— A swell dog 
picture. Sure brought out the crowds. — F. E. Sabin, 
Majestic theatre, Eureka, Mont. — Small town patron- 
age. 

THE COLLEGE WIDOW: Dolores Costello— 
March 1. A very good college picture showing 
Miss Costello in a new role. It pleased all who saw 
it. Seven reels. — Dewey L. Kisor, Sterling theatre, 
Fairmont, Neb. — Small town patronage. 

THE COLLEGE WIDOW: Dolores Costello — This 
is a very nice college picture. One old and young 
will enjoy. Play it and please the young folks. 
Seven reels. — Mrs. James Webb, Cozy theatre. Union, 
Ore. — Small town patronage. 

HILLS OF KENTUCKY: Rin Tin Tin— Billy 
Kent Schaefer and Rinty sure put on a real show. 
Step on this one boys. Pleased 99% per cent. 
Photography good. Print good. Cast excellent. 
Business above average. 10 and 25 cents. — Dr. F. 
M. Childs, Cozy theatre, Villisca, la. — General patron- 
age. 

WHAT EVERY GIRL SHOULD KNOW: Patsy 
Ruth Miller — March 14. A very good little picture 
that brought many favorable comments. Seven reels. 
— Dewey L. Kisor, Sterling theatre, Fairmont, Neb. — 
Small town patronage. 

SAILOR'S SWEETHEART: Louise Fazenda— 60%. 
February 8. Oh boy what a razzing I got on this 
one. Utterly imi)Ossible, leave it alone. Six reels. 
— E. S. Wright, Redwood theatre. Redwood, N. Y. — 
Small town patronage. 

THE FIRST AUTO: Special cast-January 26-27. 

Just a fair picture which the present generation 
don't care about. People who remember experiences 
of the first cars got a kick from this. — E. T. Dunlap, 
Dunlap theatre, Howarden, la. — General patronage. 

ONE ROUND HOGAN: Monte Blue— March 7. 
Good prize fight picture. F. E. Sabin, Majestic the- 
atre. Eureka, Mont.— Small town patronage. 

HAM AND EGGS AT THE FRONT: Special cast 
— My third Warner picture and I have one more. 
Paid advance price on all of them and none better 
than poor program pictures. I have one more then 
I am through. A sad disappointment to my people 
here, they haven't got the stuff in them. — -E. T. 
Dunlap, Dunlap theatre, Howarden, la. — General pat- 
ronage. 

FOOTLOOSE WIDOWS: Jacqueline Logan- 
March 15-16. Pretty good. Seemed to please the 
majority. Seven reels. — Wm. E. Tragsdorf, Trags 
theatre, Neillsville, Wis. — Small town patronage. 

SLIGHTLY USED: May McAvoy— January 21. It 
was a good picture for the girls of a flapper stage 
and also for the common girls. Different from 
other pictures. Seven reels. — Thomas Jisa, Opera 
House, Coal City, 111. — General patronage. 

THE BRUTE: Monte Blue— A very good picture 
well acted, and satisfactory to our patrons from 
every point. Seven reels. — Giacoma Bros., Crystal 
theatre. Tombstone, Ariz. — General patronage. 

State Rights 

THE CLOWN: Johnnie Walker— This pleased as 
well as any picture we have shown as a program for 
a long time. It is very good, acting of entire cast 
very good. William V. Mong as the husband and 
father does fine work. It is a good heart appeal 
story and enough comedy to help put it over with the 
circus background done in very good shape. It's a 
number one picture. — Crosby & Schwiereke, Rex the- 
atre, Colby, Wis. — Small town patronage. 

THE DEMON RIDER: Ken Maynard— 14%. March 
10. Started out good, but got pretty poor before it 
was over. Five reels. — S. G. Ihde, Photoplay theatre, 
Ashland, Kan. — Small town patronage. 

THE DEVIL'S DICE: Special cast— 50%. March 
T-iS. Ooo<l picture. Pleased all that came. Six reels. 
— L. W. Badwell, Crystal theatre, Oakman, Ala. — 
General patron.age. 

LUCK AND SAND: Leo Maloney— 28%. March 
5-6. Fair Western. Poor print, made It bad. Five 
reels.— L. W. Bagwell, Ci-yatal theatre, Oakman, Ala. 
— General patronage. 

OH WHAT A NIGHT: Special cast— March 6. 

Fair comedy but no special. Nothing to rave over or 



kick about, just so so. Six reels. — H. W. Batchelder, 
Gait theatre. Gait, Cal. — Small town patronage. 

THE ROARING RIDER: Walley Wales— 82%. 
March 9-10. This star has them going better than 
any Western we have played. Five reels. — L. W. 
Bagwell, Crystal theatre, Oakman, Ala. — General pat- 
ronage. 



Serials 



BLAKE OF SCOTLAND YARD: (Universal) 
Special cast — This picture is mysterious. Twelve 
episodes. — Thomas Jisa, Opera House, Coal City, 111. 
— General patronage. 

BLAKE OF SCOTLAND YARD: (Universal) 
Hayden Stevenson — This started off strong, fell off 
a little in the middle when they stuck in a few 
Western episodes, then came back and finished strong. 
Twelve episodes. — Roy W. Adams, Pastime theatre, 
Mason, Mich. — General patronage. 

THE FIRE FIGHTERS: (Universal) Jack 
Daugherty — This is a good serial and I sure made 
money on it. But this is sure a good serial town. 
I run my serial on Wednesday night for 10 cents 
to everybody and sure get a crowd. Ten chapters. — 
Kenney Lloyd, Joy theatre, Foreman, Ark. — General 
patronage. 

KING OF THE JUNGLE: (State Right) Special 
cost — I am on chapter eight and is going good. I 
have sure made money on this one. — Kenney Lloyd, 
Joy theatre. Foreman, Ark. — General patronage. 

TRAIL OP THE TIGER: (Universal) Jack 
Daugherty — This starts out well. — Roy W. Adams, 
Pastime theatre. Mason, Mich. — General patronage. 

TRAIL OF THE TIGER: (Universal) Jack 
Daugherty — On ninth chapter and holding up fine, 
even better than "Blake of Scotland Yard." — Paul 
J. Durbin, Majestic theatre. Perry, III. — General 
patronage. 

WHISPERING SMITH RIDES: (Universal) Wal- 
lace McDonald — A real good serial of a young man 
fighting to keep his homestead from the claim- 
jumpers. Ten episodes. — S. R. Cook, Althea theatre, 
Dunseith, N. D. — General patronage. 

WHISPERING SMITH RIDES: (Universal) Wal- 
lace McDonald — Very fair, held the crowd. Ten chap- 
etrs, two reels each. — E. S. Wright, Redwood the- 
atre. Redwood, N. Y. — Small town patronage. 

Short Subjects 

EDUCATIONAL 

AIR TIGHT: Bobby Vernon— Poor. Just some 
more film that didn't mean nothing. Two reels. — 
E. J. Williams, Tivoli theatre, Knoxville, 111.— Gen- 
eral patronage. 

ALWAYS A GENTLEMAN: Lloyd Hamilton— 
This comedian's comedies always good. Two reels. 
— ^Bert Silver, Silver Family theatre, Greenville, 
Mich. — General patronage. 

AUNTIE'S ANTE: Cameo— Fair. One reel.— P. 
G. Held, Strand theatre, Griswold, la. — Neighbor- 
theatre, Griswold, la. — Neighborhood patronage. 

CAREFUL PLEASE: Lloyd Hamilton— Not very 
comical. Two reels. — Thomas Jisa, Opera House, 
Coal City, III. — General patronage. 

DRAGON ALLEY: Juvenile— Fair. Two reels.— 
E. J. Williams, Tivoli theatre, Knoxville, 111. — Gen- 
eral patronage. 

EXCESS BACKAGE: Fair. Two reels.- P. G. 
Held, Strand theatre, Griswold, la. — Neighborhood 
patronage. 

FOX TAILS: A very good comedy Two reels. 
. — Bert Silver, Silver Family theatre, Greenville, Mich. 
—General patronage. 

HOLD THAT BEAR: Cameo— Good. One reel.— 
P. G. Held, Strand theatre, Griswold, la. — Neighbor- 
hood patronage. 

HOT SOUP: Cameo — Fair. One reel.— P. G. 
Held, Strand theatre, Griswold, la. — Neighborhood 
patronage. 

KILTIES: Dorothy Devorc— Fair comedy. Klda 
nto the spoon stuff up. Two reels. — S. B. Kennedy, 
Central theatre, Selkirk, Man., Canada. — Small town 
p.^tronago. 

KINOGRAMS: Good. One reel.— P. G. Held, Strand 
theatre, Griswold, Im. — Neighborhood patronage. 

MOVE ALONG: Lloyd Hamilton— It scorns to mo 
the Llyod Hamilton comedies are getting poorer and 
poorer. When my present contract is run out I am 
through with Llyod Hamilton comwlios. Two reels. 
—P. G. Hold. Strand tiieatrc, Grinwold. la.— Neigrh- 
borhood patronage. 

NO CHEATING: Al St. John— My patrons iieomcd 
to like this one. Two reels. — S. B. Kennedy, Osntral 
theatre, Selkirk, Man., Canada. — Small town patron- 
age. 

OH WHAT A MAN: Larry Semon— Do not con- 
sider this conu-dv suitable for children. All about a 



tough lady crook with Semon as the detective. Two 
reels. — S. B. Kennedy, Central theatre, Selkirk. Man., 
Canada. — Small town patronage. 

OPEN SPACES: Big Boy— This is sure a good 
comedy and it will more than draw the kids and 
please them. Two reels. — Kenney Lloyd, Joy theatre. 
Foreman, Ark. — General patronage. 

SEEING STARS: A fine comedy. Two reels.— Bert 
Silver, Silver Family theatre, Greenville, Mich. — 
General patronage. 

STEP UGHTLY: Nothing to it. Poor print. Two 
reels.— E. J. Williams, Tivoli theatre, Knoxville, III. 
— General patronage. 

TIN SOLDIER: A good comedy. Two reels.— 
Thomas Jisa, Opera House, Coal City, 111. — General 
patronage. 

FBO 

ALICE CARTOONS: Good stuff.— Roy W. Adams. 
Pastime theatre, Mason, Mich. — General patronage. 

HE DONE HIS BEST: Charley Bowers- Best 
of this series that I have used. Two reels. — S. G. 
Ihde, Photoplay theatre, Ashland, Kan. — Small town 
patronage. 

A WILD ROOMER: Charley Bowers— Charley 
Bowers has some wonderful trick photoplay but he 
doesn't make enough of it. The trick part of the 
comedy is good, the rest is not. Two reels. — Mrs. 
Hulda J. Green, Gem theatre, Greenriver, Utah. — 
General patronage. 

YOU'RE NEXT: Three Fat Boys— A good comedy 
that gets more praise than lot of the features. Two 
reels — A. K. Haynes, (Community theatre. Razor, Tex. 
— General patronage. 

FOX 

DOG'S PAL: One of the best Juvenile comedies I 
played for a long while. It kept them laughing all 
the way through. Fox has very good comedies. Two 
reels.— P. G. Held, Strand theatre, Griswold, la.— 
Neighborhood patronage. 

A DOG'S PAL: A good animal comedy. The 
children roared and the grownups joined in. Two 
reels. — Minnie M. Schnoor, Paramount theatre. Staple- 
ton, Neb. — Small town patronage. 

MOTOR BOAT DEMON : Van Bibber— It was not 
such a comical picture for a comedy but it was ex- 
citing. Two reels. — Thomas Jisa, Opera House, Coal 
City, 111. — General patronage. 

TWENTY LEGS UNDER THE SEA: FOUR 
FACES WEST: Both good fair comedies. Two reels. 
— Bert Silver, Silver Family theatre, Greenville, Mich. 
■ — General patronage. 

VAN BIBBER COMEDIES: These are pretty good. 
— Roy W. Adams, Pastime theatre. Mason, Mich. — 
General patronage. 

METRO-GOLD WYN-MAYER 

CALL OF THE CUCKOO: Max Davidson— Not 
so good. Hope rest of MGM'S are better. Two 
reels. — Paul J. Durbin, Majestic theatre. Perry, 111. 
— General patronage. 

EDISON, MARCONI ANT) COMPANY: Our Gang 
— One of the best Our Gangs I have used for some 
time. Two reels.— S. G. Ihde. Photoplay theatre, 
Ashland, K.an. — Small town patronage. 

THE FIRST FLAG: Francis X. Bushman— One 
of Metro's "Great events" in technicolor. Gave the 
school faculty a pre-showing and had good school 
turnout as a result. Two reels. — W. G. Wright. 
Colonial theatre, Troy, Mo. — CJeneral patronage. 

THE OLD WALLOP: Our Gang— Not up to the 
Gang's standard but it pleased very well. Two reels. 
— S. G. Ihde, Photoplay theatre. .'Vshland, Kan. — 
Small town patronage. 

PASS THE GRAVY: Max Davidson— Didn't see 
this one myself but had several tell me that it was 
mighty smutty in a few places. Two reels. — S. G. 
Ihde. Photoplay theatre. .-Vshland. Kan. — Small town 
patronage. 

PUTTING PANTS ON PHILIP: This ploasod my 
I>atrons. This team is always gtiod. Two reels. — 
S. B. Konne<ly. Central theatre. Selkirk, Man.. 
Canada. — Small town patronage. 

SECOND HUNDRED YEARS: Mighty good. Two 
roole.— S. G. Ihdo. Photoplay theatre. Ashland, Kan. 
— Small town p.itronnge. 

SPOOK SPOOFING: Our Gnnir— The Gantr is busy 
picking on Farina this lime and It crontcs ouite a 
number of good Laughs. Two rxis. — John L, Damin, 
Strand thontrc. Wndsworth, Ohio. — General patronajTB. 

STING OF STINGS: Charley Chn!!<?— Not up to 
Chnso standarvi. though not bad. Two reel!'. — S. B. 
Kennedy, C-entrnl theatre, Selkirk. Man.. CAnada. — 
Small town p.-jtronnre. 

THE WAY OF ALL PANTS: CkkhJ. Two pceta. 
— S. G. Ihde. Photoplay theatre. Ashland, Kan. — 
Siiinll town pntroimKv. 

WHAT EVERY ICEMAN KNOWS: Max D*»ldMn 
— Just fair. Dnvidcon (nil/i to (ret over for ro». Two 



52 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



reelfi. — S. G. Ihde, Photoplay theatre, Ashland, Kan. 
— Small town patronage. 

PAKAMOUNT 

DR. QUACK: Jimmie Adams — Good. Two reels. 
— S. G. Ihde, Photoplay theatre, Ashland, Kan. — Small 
town patronage. 

EASY CURVES: Billy Dooley— Fair. Dooley is 
one of the best comedy stare Paramount has. Two 
reels. — E. J. Williams, Tivoli theatre, Knoxville, 111. 
— General patronage. 

KOKO CHOPS SUEY: Inkwell series — ^Very poor 
the worst to date, where do they get such eilly ideas. 
Three fourths reel. — E. J. Williams, Tivoli theatre, 
Knoxville, 111. — General patronage. 

KOKO EXPLORES: Inkwell series— Good, a car- 
toon filler that doesn't get me any extra business. 
Three fourths reel. — E. J. Williams, Tivoli theatre, 
Knoxville, III. — General patronage. 

KOKO PLAYS POOL: Inkwell series— Sure 
pleased the kids. Two thirds reel. — S. G. Ihde, Photo- 
play theatre, Ashland, Kan. — Small town patronage. 

PARAMOUNT NEWS: Best newsreel we ever con- 
tracted and get it about three weeks after it is 
taken. — S. R. Cook, Althea theatre, Dunseith, N. D. 
— General patronage. 

ROW, SAILOR, ROW : Billie Dooley— Dooley seems 
to be getting quite a following here, and this one 
certainly got plenty of laughs. Two reels. — S. G. 
Ihde, Photoplay theatre, Ashland, Kan. — Small town 
patronage. 

SHORT SOCKS: Bobby Vernon — This is a real 
good comedy. Two reels. — Bert Silver, Silver Family 
theatre, Greenville, Mich. — General patronage. 

SHORT SOCKS: Bobby Vernon — Pretty fair com- 
edy. They liked it. Two reels. — John L. Damm, 
Strand theatre, Wadsworth, Ohio. — General patronage. 

TOPSY TURVY: Krazy Kat — A fair cartoon 
comedy. Three fourths reel. — E. J. Williams, Tivoli 
theatre, Knoxville, III. — General patronage. 

HOT PAPA: Jack Duffy — Good. Two reels. — E. 
J. Williams, Tivoli theatre, Knoxville, 111. — General 
patronage. 

KOKO THE COP: Inkwell Series — Good. Three- 
fourths reel. — E. J. Williams, Tivoli theatre, Knox- 
ville, 111. — General patronage. 

KOKO HOPS OFF: Out of the Inkwell— Good. 
Three-fourths reel. — E. J. Williams, Tivoli theatre, 
Knoxville, 111. — General patronage. 

NO PUBLICITY: Edward Horton— This comedy 
seemed to go over very good. Quite a few laughs. 
Two reels. — W. U. Shelnutt, City theatre. Lafayette, 
Ala. — General patronage. 

PARAMOUNT NEWS: No. 35. Good. One reel. 
— E. J. Williams, Tivoli theatre, Knoxville, 111. — Gen- 
eral patronage. 

RAIL RODE: Krazy Kat— Good. Three-fourths 
reel. — E. J. Williams, Tivoli theatre, Knoxville, 111. — 
General patronage. 

SCHOOL DAZE: Krazy Kat — Good, a nice filler. 
Three-fourths reel. — E. J. Williams, Tivoli theatre, 
Knoxville, 111. — General patronage. 

TIRED WHEELS: Krazy Kat — Good. Three- 
fourths reel. — E. J. Williams, Tivoli theatre, Knox- 
ville, 111. — General patronage. 

WATER BUG: Billy Dooley — Personally think they 
are the best comedies on the market and my cus- 
tomers think so too. — W. U. Shelnutt, City theatre, 
Lafayette, Ala. — General patronage. 

WEDDING WOWS: Bobby Vernon— Good. Two 
reels. — E. J. Williams, Tivoli theatre, Knoxville, 111. 
— General patronage. 

PATHE 

DON'T TELL EVERYTHING: Good comedy. Two 
reels. — Bert Silver, Silver Family theatre, Greenville, 
Mich. — General patronage. 

FORGOTTEN SWEETIES: Charley Chase— A darn 
good comedy for any theatre. 'Nuf sedl Two reels 
— P. G. Vaughan, Sun theatre, Kansas City, Mo. — 
Neighborhood patronage. 

HOBOKEN TO HOLLYWOOD: Mack Sennet^- 
Very good. Two reels. — Mrs. Hulda J. Green, Gem 
theatre, Greenriver, Utah. — General patronage. 

LONG PANTS: Glenn Tryon— Here's a real funny 
comedy. Lots of laughs. Two reels. — Frank E. Sabin, 
Majestic theatre, Eureka, Mont. — Small town pat- 
ronage. 

PATHE NEWS: Used every week. No better 
news on the market. One reel.— Frank E. Sabin, 
Majestic theatre. Eureka, Mont. — Small town pat- 
ronage. 

PUPPY LOVE 'HME: Alice Day— Good. Two 
reels. — Mrs. Hulda J. Green, Gem theatre, Greenriver, 
Utah — General patronage. 

SHOULD A MASON TELL: If I am any judge, 
this is the poorest comedy ever made. Two reels. — 
W. U. Shelnutt, City theatre, Lafayette, Ala. — Gen- 
eral patronage. 



SMITH'S VACATION: Only fair. Very few 
laughs. Two reels. — Frank E. Sabin, Majestic thea- 
tre. Eureka, Mont. — Small town patronage. 

WITH LOVE AND HISSES: Fair.— W. U. Shel- 
nutt, City theatre, Lafayette, Ala. — Gfeneral pat- 
ronage. 

AESOP FABLES: Very good. The kids look 
forward to them. One-half to three-fourths reel. — 
Mrs. Hulda J. Green, Gem theatre, Greenriver, Utah. 
— General patronage. 

ANYTHING ONCE: Mabel Normand— Fair. Bet- 
ter than the last three reels. Two reels. — Mrs. 
Hulda J. Green, Gem theatre, Greenriver, Utah. 
— General patronage. 

ARE BRUNETTES SAFE: Charley Chase— I cer- 
tainly can't see where they get this title as there is 
nothing in the picture to suggest it. Comedy was 
very good. Two reels. — S. G. Ihde, Photoplay, the- 
atre, Ashland, Kan. — Small town patronage. 

CIRCUS TODAY: Sennett comedy— Fair. Two 
reels. — S. G. Ihde, Photoplay theatre, Ashland, Kan. 
— ^Small town patronage. 

NO CONTROL: Special cast— A good comedy 
drama. — Marion F. Bodwell. Paramount theatre, 
Wyoming, 111. — General patronage. 

A ONE MAMMA MAN: Charley Chase — Good. 
Two reels. — S. G. Ihde, Photoplay theatre, Ashland, 
Kan. — Small town patronage. 

SEEING THE WORLD: Our Gang— Of all the 
short subjects I can remember playing I think this 
one was the best. Only a few laughs in it but the 
Gang always pleases and the scenic element was ex- 
ceptionally fine. Views of Naples, Pompeii, London, 
Venice and Paris. It you have this one coming 
boost it as big as a feature. Two reels. — Homer P. 
Morley, Princess theatre, Buchanan, Mich. — Small 
town patronage. 

TWO TIME MAMA: Good. Two reels.— S. G. 
Ihde, Photoplay theatre, Ashland; Kan. — Small town 
patronage. 

WISE GUYS PREFER BRUNETTES: Helene 
Chadwiek — Good. Two reels. — S. G. Ihde, Photoplay 
theatre, Ashland, Kan. — Small town patronage. 



TIFFANY 

MEMORIES: Tiffany man kept telling me had 
the greatest single reel merchandise on the market 
and to satisfy him I booked this in for the week of 
February 18, although I was forced to take out 
something from someone else and pay for it. Words 
cannot explain my surprise upon reviewing this baby 
on the opening performance last Saturday. This one 
based on song "When You I Were Young, Maggie" 
made a decided hit. Applause galore. Every exhibi- 
tor should run this stuff. Trying my best to make 
room for balance of the series. Playing this an en- 
tire week second run in St. Louis following Loew's 
State theatre. — Ritz theatre, St. Louis, Mo. — General 
patronage. 

UNIVERSAL 

AFRICA BEFORE DARK: Oswald, the Rabbit— 
No better cartoon to be had. Are a great drawing 
card for the kids. One reel. — J. Rinhart, Majestic 
theatre, Stuttgart, Ark. — General patronage. 

ALONG CAME AUNTIE: Glenn Tryon— Get this 
one. I played it twice. A screamer. Two reels. — 
G. G. Baiss, Capitol theatre, Duncan, B. C, Canada. 
— General patronage. 

BARELY REASONABLE: Ben Corbett— A good 
comedy Western that went over very well consider- 
ing the small crowd we had out to see it. Two reels. 
— W. C. Snyder, Cozy theatre, Lamont, Okla. — Gen- 
eral patronage. 

BUSTER STEPS OUT. Very few laughs. These 
comedies will please the children only here. Two 
reels.— W. U. Shelnutt, City theatre, Lafayette, Ala. 
— General patronage. 

THE COLLEGIANS: George Lewis— First series. 
Now on the eleventh episode and can say that these 
are little gems of entertainment. The action is ex- 
cellent and the actors are unsurpassed in their re- 
spective roles. We have bought the second series 
which we hope will be as good as this. Twenty- 
four reels. — H. H. Hedberg, Amuse-U theatre, Mel- 
ville, La. — General patronage. 

LONE PRAIRIE: George McGrill— A very good 
short Western. Two reels. — W. C. Snyder, Cozy thea- 
tre, Lamont, Okla. — General patronage. 

MAN SIZED PET: Ben Colbett— An extra good 
short feature Western that gave good satisfaction. 
Two reels. — W. C. Snyder, Cozy theatre, Lamont, 
Okla. — General patronage. 

ON DECK: Good comedy. Two reels— Bert Sil- 
ver. Silver Family theatre, Greenville, Mich. — Gen- 
eral patronage. 

THE PINACLE RIDER: Jack Mower— A fair 
short feature Western that pleased the majority. Two 
reels. — W. C. Snyder, Cozy theatre, Lamont, Okla. — 
General patronage. 



PIONEER BLOOD: Fred Gillman— A short fea- 
tore Western that was just a fair picture. Two 
reels. — ^W. C. Snyder, Cozy theatre, Lamont, Okla. — 
General patronage. 

SURPRISED HONEY: Neely Edwards— Nothing 
much to this one. One reel. — Rudolf Duba, Royal 
theatre, Kimball, S. D. — General patronage . 

ALL FOR UNCLE: Mike and Ike— From the 
amount of noise they must have enjoyed it. — Dr. 
F. M. Childs, Cozy theatre, Villisca, la. — General 
patronage. 

BUSTER BROWN COMEDIES: Well liked by 
the children. If it was not for the dog they would 
be worthless. Two reels. — E. S. Wright, Rtedwood, 
tfceatre. Redwood, N. Y. — Small town patronage. 

THE COLLEGIANS: George Lewis— The best short 
sufcfectB I ever ran or ever hope to run. This is 
an instance where the short subjects outdraws the 
feature in my town. Buy them, by all means. Two 
reels.— W. G. Wright, Colonial theatre, Troy, Mo. 
— General patronage. 

THE COLLEGIANS: George Lewis— First series. 
These are all very good and seem popuar with the 
fans. — Roy W. Adams, Pastime theatre. Mason, Mich. 
— ^General patronage. 

DANCING FOOLS: Mike and Ike— These comedies 
seem to please. Two reels. — S. R. Cook, Althea the- 
atre, Dunseith, N. D. — General patronage. 

EMPTY SOCKS: Oswald (the rabbit)— Another 
good one from Oswald. One reel. — S. R. Cook, 
Althea theatre, Dunseith, N. D. — General patronage. 

GEORGE LEAVES HOME: Sid Taylor— George 
is good. Generally brings a laugh in all his comedies. 
Two reels. — E. S. Wright, Redwood theatre. Redwood, 
N. Y. — Small town patronage. 

GUMP COMEDIES : These Gumps are always good 
drawing cards. Always please the kids. Two reels. 
— Paul J. Durbin, Majestic theatre. Perry, 111. — 
General patronage. 

GUMP COMEDIES: Joe Murphy— These are all 
good. '^Circus Days" a knockout. Two reels. — 
E. S. Wright, Redwood theatre. Redwood, N. Y.— 
Small town patronage. 

HAREM SCAREM: Oswald (the rabbit)— This Is 
the best Oswald yet. One reel. — S. R. Cook, Althea 
theatre, Dunseith, N. D. — General patronage. 

JAIL HOUSE BLUES: Arthur Lake— So much 
film. One reel.— E. S. Wright, Redwood theatre. Red- 
wood, N. Y. — Small town patronage. 

JANE'S HUBBY: Not much to this one. Two 
reels. — E. S. Wright, Redwood theatre. Redwood, N. 
Y. — Small town patronage. 

MODEL GEORGE: A good comedy. Two reels.- 
Bert Silver, Silver Family theatre, Greenville, Mich. 
— General patronage. 

NEVER AGAIN: Good. Two reels.- Mrs. Hulda 
J. Green, Gem theatre, Greenriver, Utah. — General 
patronage. 

OSWALD CARTOONS: The best (and I almost 
only) comedy Universal has. — Roy W. Adams, Pas- 
time theatre. Mason, Mich. — General patronage. 

PLAIN JANE: A good funny comedy. Two reels. 
— Bert Silver, Silver Family theatre, Greenville, Mich. 
— General patronage. 

ROOMS FOR RENT: Joe Murphy— One of the 
Gump comedies. Very good, they pull for me here. 
Two reels. — E. S. Wright, Redwood theatre. Redwood, 
N. Y. — Small town patronage. 

A SCRAMBLED HONEYMOON: Benny Hall— A 
no-good comedy with the same silly things. One reel. 
— S. R. Cook, Althea theatre, Dunseith, N. D.— 
General patronage. 

SEALED ORDERS: A good filler, as much as any 
one could do in two reels. Western picture. Two 
reels. — Bert Silver, Silver Family theatre, Greenville, 
Mich. — General patronage. 

SHOWING OFF: Good comedy. Two reels. — 
Bert Silver, Silver Family theatre, Greenville, Mich. 
— General patronage. 

SNOOKUMS CLEANS UP: Sunny McKeen— I 
think every exhibitor knows what these comedies are 
like and how they draw. Two reels. — S. R. Cook, 
Althea theatre, Dunseith, N. D. — General patronage. 

SNOOKUMS DISAPPEARS: Sunny McKeen— 
Do not take here. Two reels. — E. S. Wright, Red- 
wood theatre. Redwood, N. Y. — Small town patronage. 

TROLLEY TROUBLES: Oswald (the lucky rabbit) 
—These comedies make a hit with the adults, not 
mentioning the kids. One reel. — S. R. Cook, Althea 
theatre, Dunseith, N. D. — General patronage. 

MISCELLANEOUS 

BOMBS AND BUMS: Mutt and Jeff— Good car- 
toon. Will get lots of laughs. One reel. — L. W. 
Bagwell, Jr., Crystal theatre, Oakman, Ala. — General 
patronage. 

OH TAXI: Bobby Emmit — Nothing but junk. One 
reel. — L. W. Bagwell, Jr., Crystal theatre, Oakman, 
Ala. — General patronage. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



53 



{Cotitinued from page 44) 



Lantth TiUe and Players 



Reltantf 



Nnr 

Picturei 



•182 Snowbound (FC), Blythe.. 



.July 30 



StTMU of Shanghai (RD), Starke-Harlan... 

Tired Business Man (C) 

<448 Wild Geese (D), BeUe Bennett 

M14 Women's Wares (D), Brent-LyteU.. 



Mar. 10 



_.Noy. 15 
.._Oct, 1 



1927 

>264 
•800 
7600 
7811 
•6W 

7«0 
«120 
9000 
7456 
<2fi0 
•000 

1928 



United Artists 



Beloved Rogue (M), J. Banrmore.. 

College (C), Keaton-ComwaU 

General, The (C), Keaton 

Loves of Sonya (0), Swanson 



1927 



-Sept. 10 



Magio Flame, The (M), Colman-Banky.. 

My Best Girl (M), Mary Plckford. 

Night of Love (M), Baoky-Colman 

Resurrection (M), La RocQue. 

Sorrell and Son (D), Wamer-NUsson 



-Sept. 24 
-Not. 



-Not. 



Topsy and Eva (C), Duncan Sisters 

Two Arabian Knights (CD), Boyd-Wolhelm.. 

Winning of Barbara Worth (D), Banlcy-Colmaa 



_ Apr. 2 

Sept. 17 

Feb. 12 

Mar. 19 

Sept. 24 

_ Not. 12 

Jan. 29 

Apr. 18 

Not. 19 

Aug. 13 

... Oct. 29 

... Dec 4 



Circus, The (C), Charlie Chaplin.. 
Devil Dancer, The, Gllda Oray.. 



1928 



Douglas Fairbanks as the Gaucho (M), Fairbanks 

Dove, The (M), Norma Talmadge Jan. 

Drums of Love (D), Mary Phllbln Jan. 

Garden of Eden, The (D). C. Grlfflth-Eay Feb. 25 

Two Lovers. Banky-Colman 

Ramona (D), Del Hlo. Jan. 

Sadie Thompson (D). Gloria Swanson Jan. 

Tempest (M), John Barrymore Mar. 







_.NOT. 


26 







...Jan. 


7 

























1927 

6751 
6777 
4427 
7S1B 
77S0 
6623 
7304 
6252 
6292 
4349 
6910 
S2S5 
4198 
6892 

6503 
4689 
6929 
5711 

6378 

6958 

7713 

11000 

4827 

5862 

6038 

6135 

6165 

6918 

4122 

4689 

6170 

6416 

6900 

6807 

4409 

7015 

6166 

4303 

6306 

4259 

7172 

6598 

4041 

12000 

6192 

6450 
4167 



Universal 



Back to God's Country (D), Adoree-Frazler..... 

Beware of Widows (FC), La Plante 

Border Cavalier, The (W), Humes-Pierce. 

Butterflies in the Rain (D), La Plante. — -.... 

Cat and the Canary, The (My), La Plante. 

Cheating Cheaters (C), Compson-Harlan.. 



.Sept. 4 



1927 



Chinese Parrot, The (MyD), Nlxon-Tumer. — 

Claw, The (D), Windsor — 

Denver Dude (W), Gibson. 

Desert Dust (W), Ted WeUs. 

Down the Stretch (M), Agnew 

Fangs of Destiny (W), Dynamite 



....Sept. 18 



.Sept. 11 
-Oct. 9 
-Oct. 23 



Aug. 
„May 



• Dec. 18 



Fighting Three (W), Hoxle.. 

Fourth Commandment (D), Bennett 

Foreign Legion (D), Kerry-Stone 

Galloping Fury (W), Hoot Gibson 

Grinning Guns (W), Hoile _ _. 

Held by the Law (M), Lewis 

Hero for the Night, A, Tryon-Miller. 

Hey, Rube (W), Hoot Gibson 

Hey! Heyl Cowboy (W), Gibson....- -... 



Not. 20 



-Dec 18 



_ Jan. 1 

Dec. 17 May 14 

Not. 26 

Not. 26 

May 28 

Feb. 26 

Dea 17 

May 2 

May 21 

Apr. 28 

" DeoTii* 

May 14 

Apr. 2 

Jan. 14 Not. 26 



Irresistible Lover, The (CD), Kerry-Moran xiec. 4 

Les Miserables (M), Gabrio-Toulont. Oct. 23 

Les Miserables (M), (Long Version) 

Loco Luck (W), Acord 

Lone Eagle, The, Kent-Keane 

Love Thrill (FC), La Plante 

Man Who Laughs (D), Veldt- Philbin 

Man's Past. A (D), Veldt-Kent 

Men of Daring (W), Hoxie 



Dec. 17 



-Apr. 

Not. 

-Aug. 



Sept. 18 Not. 13 



Dec 26 Dec. 17 



Jan. 22 



.May 21 



On Your Toes (C), Denny- Worth- 
One Glorious Scrap, Humes-Holmes. 

One Man Game (W). Humes. „. 

Out All Night (C), Denny-Nlion 

Painted Ponies (W), Hoot Gibson. 

Painting the Town (FC), Tryon 

Perch of the Devil (M), Busch 

Rough and Ready (W), Hoxie 

Sensation Seekers (D), DOTe. 

Silk Stockings, Laura La Plante. 

Sky High Saunders, Al Wilson 



•Not. 27 
Not. 20 



Jan. 14 
Dec. 17 



3ept. 
-Apr. 1 



Sept. 4 

Sept. 28 



-Oct. 3 
-Not. 6 
..Not. 6 
.Oct, 16 



Feb. 

_ Oct. 

Not. 19 July 

June 

Feb. 

Jan. 

— Ian. 

Aug. 



Small Bachelor, The (C), Beranger-Kent 

Straight Shootin* (W), Wells 

Taxi! Taxil (FC), Horton. — . 

Thirteenth Juror, The (D), Bushman-Nllsson Not. 13 

Three Miles Up, Al Wilson Sept. 4 

Uncle Tom's Cabin (M), All star 

Wild Beauty (CD), Bex. Nor. 27 

Wild Blood, Kei 

Wrong Mr. Wright, The (F), HersholL 

Wolf's Trail, Dynamite, the dog Oct. 3 



Not. 19 
Feb. 4 
Dec 3 



-Feb. 1» 



Dec 24 



.Not. 12 



.Mar. 5 



1928 

4259 Air Patrol, The (W), Al Wilson. Jan. 1 

6869 Alias the Deacon (CD), Hersholt-Marlowe Tan. 22 



1928 



..June 25 



Length Title and Players 



Released 



New 

Plitnrti Rtvltws 



4346 
4232 



Arizona Cyclone (W), Humes 

Buck Privates, de Putti..._ 

Call of the Heart, The (W), Dynamlte.- 
Clean-Up Man. The (W), Wells 



6081 



5382 
6172 



6073 
43u3 
6274 



1927 

5453 
5803 
6330 
5901 
6281 
6631 
5897 
640S 
5003 
6972 
6767 
6639 
6284 
5390 
6978 



ilay 6 

June 17 

Jan. 29 

Feb. 12 

Cohens and Kellys in Paris (C), Sidney Jan. 15 

Count of Ten, The, Ray-Ralston-Gleason July l 

Fearless Rider, The (W), Fred Humes Jan. 15 

Finders Keepers (CD), Laura La Plante j-gb. 5 

Four Footed Ranges, The (W), Dynamite jjar. 25 

Greased Lightning (W), jujy 29 

Grip of the Yukon. The, All star juiy 22 

Hot Heels, Glen Tryon - jjay 6 

Hound of Silver Creek, The (W), Dynamite — May 20 

Love Me and the World Is Mine, Kerry-Philbln. peb. 25 

Jazz Mad. Hersholt-Nlion-Lewls - June 3 

Made-to-Order Hero (W), Wells. June 3 

Midnight Rose, de Putti-Harlan Feb. 26 

Phantom Flyer, The (W), Wilson Feb. 26 

Put 'Em Up (W), Humes Mar. 11 

Quick Triggers (W), Humes. July 15 

Rawhide Kid (W), Hoot Gibson. Jan. 29 

Riding for Fame, Hoot Gibson Aug. 19 

Shield of Honor, The, All star Feb. 19 



ilar. 17 
Mar. 17 



Society Cowboy, A, Hoot Gibson. 

Stop That Man, All star...- 

Surrender, Piiilbin-Mosjuklne 

Thanks for the Buggy Ride, La Plante-Tryon.. 

That's My Daddy (C), T)enny-Kent. 

Thunder Riders, The, 



Jan. 28 



13 Washington Square, All star.... 

Trick of Hearts, A. Hoot Gibson 

War In the Clouds (W), Wilson 

We Americans, All star. 



-July 8 
-Mar. 11 
-Mar. 4 
-.Apr. 1 
...Feb. 6 
Wells _ Apr. 8 



Feb. 25 
Jan. 14 



..- Apr. 8 

Mar. 18 

Apr. 22 

Apr. 22 



Mar. 17 



Wild West Show, Hoot Gibson May 20 



Warner Brothers 



-Dec. 3 



-Aug. 20 



—Aug. 27 
...Oct. 29 



6302 

5613 

5968 

6271 

5200 

6230 

5397 

5569 

6352 

6310 

6485 

7961 

6357 

5402 

6295 

5685 

6124 

6218 

6412 

7647 

5813 

6281 

5567 

10081 

6820 

7068 



Bitter Apples (M), Blue - 

Black Diamond Express (M), Blue. 

Brass Knuckles (D), Blue-Bronson 

Brute. The (D). Blue - - 

Bush Leaguer, The (CD), Monte Blue. 

Climbers, The (D), Rich __ 

Dearest ( D) , Rich... 

Desired Woman, The (M), Irene Rich. - 

Dog of the Regiment. A (M), Rln-Tin-Tin 

Don't Tell the Wife (C), Rich. 

First Auto, The, 01dfleld-MUler..._ Sept. 18 

Fortune Hunter. The (C), Syd Chaplin Nor. 7 

Gay Old Bird (FC). Fazenda 

Ginsberg the Great (C), Jessel _ - Nor. 26 

Girl from Chicago, The (M), Nagel-Loy Not. 5 

Glorious Betsy (CD), Dolores Costello 

Good Time Charley (D), Oland-H. Costello -..- Not. 12 

Ham and Eggs at the Front (C), Wllson-H.Conklln.Dec 24 

Heart of Maryland (M), D. Costello - 

Hills of Kentucky (M), Rln-Tin-Tin.._ - 

Husbands (or Rent, All star...- — Dec. 31 

If I Were Single. McAvoy-Nagel Dec 17 

Irish Hearts (CD), McAToy... 

Jaws of Steel (D). Rin-Tin-Tin Sept. 17 

Matinee Ladies (C), McAToy — 

Mill Bid, A (M). D. Costello 



-May a 

-July 23 



1927 



.May 3 



. Uay 28 
. fnne 18 



.Feb. 5 
-July 9 



.Mar. 12 



Dec. 31 
Dec. 31 



-luly 30 
-Feb. 28 



Missing Link, The (C), Syd Chaplin... _ 

Old San Francisco (M), D. CostcUo-Oland.- 

One Round Hogan (M), Monte Blue...- _ 

Reno Divorce, A (D), May McAToy 

Sailor Izzy Murphy (F), (Jeorge JesselL. 



Aug. 7 

Sept. 4 

SepL 17 

--.Oct. 22 

Oct. 8 

Sailor's Sweetheart. A (C), Faaenda-C. Cook Sept. 24 

Silver Slave, The (D), Rich-Ferris. Not. 9 

Simple Sis (M), Fazenda...- 

Slightly Used, McAToy-Nagel Sept. 3 

Third Degree (M), D. Costello 

Tracked by the Police (M), Rln-Tln-Tln 

What Every Girl Should Know (CD), MlUer 

What Happened to Father (C), Oland. 

When a Man Loves (R), Barrymore 

White Flannels (M), Dresser 

Wolf's Clothing (M). Blue-MlUer 



-June 11 
-Oct. 1 
-Apr. 23 
-June 4 
-May 14 
-June 25 
-Oct. 8 
-Oct. 29 
.Dec. 10 

.Of*, u 



.June 11 



.-Aug. 21 



.Jan. 8 
-May 21 
-Mar. It 

-July 9 
-Feb. 12 
-Apr. 3 
-Jan. U 



1928 

Across the Atlantic Blue-Murphy 

Beware of Married Men, Irene Rich 

City of Sin. The. Loy-Mil)sn-Wong 

Jazz Singer. The. Al Jolson. 

Lion and the Mouse. The, L. Barrymore.- 

Little Snob, The, May McAroy 

Powder My Back (C), Blch-FerrU 

Race for Lite, Rln-Tln-Tln 

Tenderloin, Dolores Costello 



..-Feb. 26 
-.Jan. 14 



.Feb. 1« 



1928 



-Mar. 19 
-Jan. 38 



Feb. 18 



Kolb and Dill Sue 

Wesco for $250,000 

(Special to Exhibitors Herald and 
Moving Picture World) 

SAN FRANCISCO, April 10.— A suit for 
damages in the sum of $250,000 has been filed 
by C. William Kolb and Max M. Dill, princi- 
pals of the comedy team of Kolb ancl Dill, 
against the West Coast Theatres, Inc., Fred 
A. Giesea and N. O. Turner. 



Richey Recuperating 

(Special to Exhibitors Herald and 
Moving Picture World) 

DETROIT, April 10.— H. M. Richey, gen- 
eral manager of the M. P. T. O. of Michigan, 
is recuperating after undergoing treatment for 
stomach trouble in a Battle Creek hospital. 



Develop TsJking Film 
Machine for Home Use 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK. April 10.— A new 
company, RCA Photophone, Inc., 
has been formed by Radio Corpora- 
tion, General Electric and Westing- 
house for the manufacture and sale 
of a newly perfected talking motion 
picture machine for use in churches, 
homes and schools, as well as picture 
theatres. 



Shanberg Will Manage 

New Theatre Chain 

(Special to Exhibitors HeroLi .:■ 
Moving Picture World I 

KANSAS CITY. April 10.— M. B. Shan- 
berg, managring director of Locw's Midland 
theatre, Kansas Cit>', has resigned to devote 
his entire time to ihc operation of a recently 
acquired circuit of theatres in Missouri ancl 
Kansas. H. H. Maloncy becomes resident 
manager of Locw's Midland. Harold Kvans 
will continue as manager of the Newman the- 
atre, also operated by Locw interests. Shan- 
berg aiui Herbert Woolf of Kansas City wll 
remain joint owners of the Midland with 
Locw's, Inc. 



54 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Y^ 



CHICAGO PERSONALITIES 



By Whit 

WEDNESDAY of last week Vilma Banky in Chicago faced a motion 
picture camera. Five hours later the pictures were being flashed upon 
screens in New York. This unprecedented performance was made pos- 
sible by the transmission of the pictures over telephone wires. Contributing 
to the success of the experiment, Sidney Stern Film Laboratories photographed 
and developed the films in 48 minutes. 



Rod LaRocque, Vilma Banky's husband, 
was present at the performance. The two, 
just returned from Europe, were on their 
way back to the West Coast. 

* * * 

Fred Quimby is opening a 3,000 seat 
house, the Emboyd, at Ft. Wayne, about 
the middle of next month. Al Sobler is 
handling the publicity for the opening. 
^ ^ ^ 

Eddie Brichetto was visiting the River 
towns last week for Metro-Goldwyn-Mayer. 

* * * 

Friends of Milton Stern along the row 
were grieved to learn of the death of his 
mother on April 2. Mrs. Stern was buried 
in St. Louis the following Wednesday. 

* * * 

First National suffered two "flu" casual- 
ties last week. Both Carl Lesserman and 
Ross Herman were home the greater part 
of the week sufifering from this rather preva- 
lent annoyance. Lesserman has gone to 
Cleveland to take up his First National 
duties there, and "Grad" Sears arrived here 
Monday to fill Lesserman's place. 
^' ^ ^ 

Thomas F. Mitchell and James Murtagh 
have taken over the Progress office and are 
now operating an independent film ex- 
change under the name of M. & M. Film 
Exchange. Mitchell has been in the film 
business 22 years and claims the honor of 
having been manager of the first moving 
picture theatre in Chicago, the Swanson, at 
Cottage Grove and 39th street. James Mur- 
taugh has been with Progress for the last 
10 years. 

^ :{; ^ 

The Campus theatre in Evanston goes 
this week to a 15 cent admission. Formerly 
the theatre charged 40 cents, then dropped 
to 30 cents, and now the admission has been 
halved. There now are only two theatres 
in downtown Evanston. The Varsity has 



ANOTHER TRIBUTE 

to the 

SIDNEY STERN 

FILM LABORATORIES 

736 South Wabash Avenue 

Selected by A. T. & T. to photograph 
and develop films of Vilma Banky for 
Chicago to New York motion picture 
transmission. 

SERVICE! QUALITY! 

BEST FACILITIES IN CHICAGO 



lowered its admission and beginning this 

week is inaugurating an all-string orchestra. 

^ % H^ 

Our faith in a straight moving picture bill 
and the small neighborhood house was 
strengthened Sunday night. We visited the 
Regent theatre on the North side and for 
25 cents we saw a good feature picture, a 
laugh-provoking two-reel comedy, a news- 
reel, and another short feature, all in one 
hour and 50 minutes. A pleasant and well- 
spent evening. 

* * * 

In these days of elections, straw votes 
and men running for this and that, we nomi- 
nate Frank Ishmael as candidate for world's 
champion fresh air fiend. 
^ ^ ^ 

The Brown Derby, which last week, sat 
so conspicuously upon Harry Lorch's desk, 
is there no more, signifying that the Chi- 
cago Pathe exchange has climbed up a 
notch or two in Pathe's Skyscraper sales 
drive. 

* * * 

Tom Delaney, formerly of the Pathe ex- 
change, is now selling insurance, and from 
reports, he seems to be writing policies right 

and left. 

* * * 

The latest gag seems to be: "A big pine- 
apple planter from Chicago." 



Tie Up with Radio for 
B. O., Exhibitors Urge 

{Continued from page 18) 

money for radio attractions will ofifer it to 
some other great star that the movies have 
no control over. There are plenty of foot- 
ball, baseball, political, literary, etc., per- 
sonages that have power to induce movie 
patrons to stay home from their theatres 
to hear them go through their radio pro- 
grams. Each great prizefight that was 
broadcast has meant a loss of patronage 
to movie theatres. 

But, some may claim, theatres have in- 
stalled radios and increased their business 
by tuning-in on these events for their pa- 
trons. Then, what is to prevent them from 
doing so on an all-star movie program? 

Every Sunday evening Major Bowes pre- 
sents his Capitol theatre program from New 
York City. During his announcements he 
mentions the picture that is playing with 
the program. Several exhibitors are an- 
nouncing the pictures that Major Bowes 
introduces on the radio. The business these 
exhibitors are doing on these pictures is in 
every instance ahead of the business done 
on the same pictures by exhibitors who do 
not tieup with the programs. 

The radio industry is rapidly becoming 
one of the leading industries in the coun- 
try. It is not for the motion picture indus- 
try to fight it but rather for us to co-oper- 
ate and share as much glory as possible. 




George Sidney, passing through Chicago 
to New York to visit relatives during 
Passover. The affable comedy star is 
being seen these days in "The Cohens 
and Kellys in Paris," a Universal release. 
(Herald-World photo.) 

Each industry that takes money from the 
American public is indirectly fighting the 
box office. The automobile industry is one 
of the leaders. Doesn't it seem ridiculous 
that exhibitors should try to stop stars 
from riding in autos or having their like- 
ness pictured in auto advertisements? Yet 
autos do more to hurt theatre patronage 
than any other known factor. 

Why not, then, let Mr. Dodge or anyone 
else so inclined, help our struggling stars 
along and put some extra money in our 
pockets with this wonderful advertising 
angle? 



Great States Starts 

Local News Reel Plan 

In line with the article published in the 
Short Feature department of the "Herald- 
World," issue of March 17, Great States The- 
atres, Inc., B & K subsidiary, operating 57 
theatres, is equipping the staff in each of 15 
towns in which it operates with a camera for 
taking local shots of 150 to 200 feet, to be 
attached to the regular newsreel. 

The cost, estimated at 10 cents a foot, is 
to be defrayed by tying up with local busi- 
ness concerns. 



Programs 

prepared by us 
get the public 
interested in 
your shows. 

Let us send you 
some samples. 

THE NATIONAL 

PROGRAM & PRINTING CO. 
729 So. Wabash Ave. - Chicago 



Preordained 

^^ — the final result of the motion picture 
on the screen was preordained from the 
day that Edison got his first sample of 
Eastman Film.''^ 

That was in 1889. And today the film 
that made motion pictures practical is the 
film that makes the most of the cinema- 
tographer's art and carries all the quality 
through to the screen — Eastman Film. 

*Page 209 ''A Million and One 
Nights, the History of the Motion 
Picture" — by Terry Ramsaye. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



F\ II I in TORS IIF.RALD and MOVING I4CTI HK WORLD 





samiTire Chiei 



nqar 



amc 



crr^ OF PIT 



TSBUR*^** 



o— --:"°«^''"" 



^roto 



lOtb. 



1928 



, ,„e cBie' 



^^°^ ^Ta'/etf control 
sentry Sa^^^'rry Streete 
13th. a"*v.^B penna. 



of 



^ Dear Sir"- j^^^ter °n"/i*^8 

^ Beplyi«f*°/bT advised tl^-; ^Control 

qtl>. 1928 Pl^fon o« y°"'' ^ the Stanle" 



.ja Machines at the ^^^^ ^^ 
present »- - ^^g ^^°^"J^. last "^^^^^ improvement 

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^ . Ite .^ ^S^^n^^^'^^/- 



t^^°^. nlnt that 1 ca" - 
jT,Bv* - .^t- standpoint ^ .„n«r from «"« 

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And All Branches of 

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The positive fire preventer. Can he attached to any projeaor. Costs only a few cents a day. 



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Builders of Fine Theaters 

HERE 

is your guide to 

Effective 

Elaborate 

Economical 

Simple 

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Lighting Control 

The Original Remote Control System 
Send for Booklet 



a 



Whole Vol. Jl, No. 2 (VoL 33, No. 5) 



April 14, 1928 



BEHIND 



I 1 





The great Wurlitzer factories located at North Tonawanda, N. Y., are 
unsurpassed in equipment and modern production facilities. It is a 
matter of record that these factories are pointed to with pride by 
America's foremost engineers as being among the first two or three 
institutions in America most worthy of inspection by European 
experts visiting the United States for manufacturing ideas. They 
stand as monuments dedicated to the ideals of Rudolph Wurlitzer, Sr., 
the founder of this, the world's largest musical organization. Here, in 
these great plants, master craftsmen build the Wurlitzer Organ, the 
accepted accompaniment for presentation of the highest class picture 
plays installed in most of the finest theatres throughout the world. 

Write for Beautiful Catalog of a few 
Wurlitzer Organ Installations 



WuRLlIZER Organ 

^ REG. U.S. PAT, OFF. 



FACTORIES, NORTH TONAWANDA, N. Y. 



V^ ) NEW YORK 
CLEVELAND 
PHILADELPHLA. 



ST. LOUIS 
CHICAGO 
PITTSBURGH 



BUFFALO 

SAN FRANCISCO 

CINCINNATI 



DETROIT 
KANSAS CITY 
LOS ANGELES 




April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



When You Flash This on 

your screen 

It Makes a BIG HIT/ 




Your patrons can tell, the moment they enter your theatre, whether or 
not you have a modern ventilating system. If the atmosphere is stuSy 
and close, they will hesitate a long time before again giving you their 
patronage. But — provide for them, and tell them about, the efficient sys- 
tem of Lakeside ventilation that creates and maintains a cool, comfort- 
able atmosphere through every minute of the performance, and you 
may be sure of a steady stream of business. 

Aggressive Houses Are Changing to This 
Modern Method of Ventilation 

Theatres throughout the country find that Lakeside Ventilators assure 
the best equipment available today. Their tremendous power, quiet 
operation, and easy installation mean the utmost in service wirh prac- 



tically no up-keep. Then, too, a Lakeside costs much less than many 
of the complicated cooling and ventilating systems on the market. You 
take no chances with Lakeside Equipment, because it is becked by a 
reliable guarantee. It must "make good" in actual ser\'ice. 

Empty Seats Pay No Profits 

Competition is keen. Your theatre must be moilernizcd in every way. 
You need an efficient ventilating system, and the Lakeside has been 
approved by ventilating engineers throughout (he United States. Lake- 
side Ventilators are made in different sizes to meet every requirement 
and, if you will lot us know the size, capacity, etc., of your theatre, we 
will be glad to submit suggestions and quotations without obligation 
to you. Write today for information. 



LAKESIDE COMPANY, 223 Main Street, Hermansville, Michigan 





electric VENTILATOR 



BETTER THEATRES SECTION OF 



AprU 14, 1928 




April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



-here it is ^ L i 




AN AUTOMATIC PHONOGRAPH 

WHICH PLAYS 28 RECORDS ON 

BOTH SIDES CONTINUOUSLY 



Volume 
Controlled 

The O R C H E S - 
TROPE is one of 
the most outstand- 
ing and sensational 
improvements in 
musical reproduc- 
tion in recent years. 

SEE IT! 
HEAR IT! 
KNOW IT! 




AH 
Electric 

This new instru- 
ment will give your 
place of business 
an added meirk of 
distinction. The 
ORCHESTROPE 
is a new and profit- 
able medium of ad- 
vertising and is a 
great money 
maker. 



No. 28 



A Wonderful 

Business 

Stimulator 



SEE NEAREST 
DEALER FOR 
DEMONSTRATION 

Wire or Write 
The 



Coin 
Operated 
if Desired 



Capehart Automatic Phonograph Corp. 



HUNTINGTON 



Manufacturer* 



INDIANA 



BETTER THEATRES SECTION OF 



April 14, 1928 




^P 



m^ 



\^m 



CHICAGO THEATRE 

Chicago 
C. W. and Geo. L. Rapp •• 
Architects 



I 



''■t 



Nightly 

24,968,436 

theatre patrons are 
seated comfortably 
in ''American'' Chairs 



PIS 



>^m 





Number 4072 — 3300 of these 
chairs were installed in the 
Chicago Theatre. Appropri- 
ately beautiful to match the 
unusual splendor of the 
Chicago. Mahogany wood 
parts, rose and gray figured 
velour back, and dark red 
upholstered Morocco line 
seat. Noiseless ball bearing 
hinge insures silent and easy 
upand down seat move- 
ment. Comfortable, endur- 
ing and pleasing to the eye. 



CvERY NIGHT ... in 12,434 theatres the coun- 
w^ try over . . . and in every nation of the v^orld . . . 
24,968,436 theatre patrons are seated comfortably 
in "American" chairs. An amazing total that 
proves the universal response of the theatre-going 
public to comfortable, attractive seating. Further 
. . . the exclusive use of this company's seating 
by the nation's greatest exhibitors amply demon- 
strates "American" stimulus on box-office receipts. 



American Seating Company 



12 E. Jackson Blvd. 
121 W. 40th St., New York City 




Chicago, Illinois 
121 1-H Chestnut St., Philadelphia 



65-D Canal St., Boston 

Theatre Chair Builders to the American Public For Over 30 Years 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



^^^Tlc ivrO'^i^LCoVt'^iH^ZY S^^^^OTJ-^'^ V^NTl^^^Spiv 




TheEver Effective Patronage Appeal 



Some folks like romances; some like Westerns; some like comedies; and each star has some following. But 
ALL folks like comfort. COMFORT is ever effective as a patronage appeal. FRESH AIR is a business builder. 
,j Many smart showmen have found this out, and are cashing in on the idea in a BIG way. Arctic Xu-Air Cool- 
ing and Ventilating System is enabling hundreds and hundreds of theaters to do bigger business every month in 
the year. ^^^^^___ 

^^"^"^""^^ 3,000 Bragging 

Users-- a Record 



A Year-Around 
Air System 

In every season Arctic Nu-Air 
System pays big returns. 

SPRING: It gives you fresh air, 
and drives out stale air. For extra 
warm days it furnishes a gentle 
zephyr to each seat in the house — 
just enough for perfect comfort. 

SUMMER: From mildly warm 
days to the blistering, torrid days 
of midsummer, Arctic Nu-Air keeps 
your entire house perfectly com- 
fortable. It gives you a light air 
movement or a vigorous, cooling 
abundance of air — little or much, 
at the tips of your fingers. 

AUTUMN: For cooler days you 
want quick replacement of stale 
air with fresh, pure air. For 
warmer days you want a percepti- 
ble movement of air throughout the 
house. Chilly days, with a little 
heat on, you want positive circula- 
tion of this heat to all parts of the 
theater. Arctic Nu-Air places it 
all at the tips of your fingers. 

WINTER: In a few moments this 
systjm will fill your liouse with 
clean, fresh air. It will circulate 
this air to give even distribution of 
heat, eliminating "liot spots" around 
radiators, and making everyone 
comfortable. 

Arctic Nu-Air gives you complete 
controlled year-around service - a 
quality system, thoroughly engi- 
neered from design to installation, 
at moderate cost. 



SALES OFFICES 

Atlanta 

Roston 

Chicago 

Cleveland 

Dallas 

Detroit 

Milwaukee 

New York 

Oklahoma City 

I'hiladelpliia 

San KraiR'isco 

Seattle 
KXrOHT OFFICE 

71 Murray St.. 

New York City 



VARI- SPEED 

HYDRAULIC 

* CONTROL 



10 FEATURES 

for Profits and 

Satisfaction 







In recent years 3,000 users have 
spent over a million dollars for 
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They have written hundreds of 
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ventilating field. 

And the .Vrctic Nu-Air System of 
today is better — far better — than 
ever before. The new Hydraulic 
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degree of blower speed at your fin- 
ger tips, is just one of several note- 
worthy improvements. 

The Dual Deflector has been 
greatly improved in appearance, 
now fitting harmoniously into the 
most elaborate decorative scheme. 

Bettor construction characterizes 
every feature of this system. It Is 
niailc to SEK\'E. not merely to sell. 
Installations are planned by our ex- 
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stallations usually simple and easi- 
ly made. 

Kequest engineering data today; 
the coupon below is for your con- 
venience. 



512-514 SOUTH 4TH ST. 
MINNEAPOLIS, MINN. 



AUo 'Manufacivrirs <if 

SANIDAIHK Ihitnidifyinc Systems for 

Homes. Hospitals, Scho<iTs," Ofiiccs.' .\partments. Hotels, and Industries. 



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.ili-.'il t South Fourth St. 
.Minneapolis, Minnesota 

Send engineering data and infomiatlon on .\hitu' Nr-.\iR Year- 
Around System for my theatre feet long. foet wide, 

. , feet high, seating - people. 

.VaiiK- -. 

Address 

ruii :^t(\if 



BETTER THEATRES SECTION OF 



April 14, 1928 



DO IT NOW— 

Qet Ready for Fall and Winter Business 

If You Contemplate Building a New Theatre or 
Remodeling an Old One, the Time to Begin Is — 

NOW 



Our Co'ordinated Services — Embrace All Branches of Theatre Work 

Architectural — We Plan and Design Your House 
Contracting — We Build the Building 
Decorating — ^We Design and Install the Decorating 
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Any one service — or all- — are at your command. Preliminary Plans, Colored Per- 
spectives, Guaranteed Estimates of Cost are gladly furnished. 



A Scientific Service Harmoniziing the Work of 
Architect — Engineer — Contractor— Decorator and Equipment Men 

ONE CONTRACT— SPEEDIER PROGRESS— CO-OPERATIVE WORK 



MIDWEST 



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209 S. Third Street 



CORPORATION 

Main 2033 



COLUMBUS, OHIO 



To Save Time — Fill out the coupon and we will explain in detail the service you are interested in, without any obligation on 
your part — Fill Out Coupon and Mail Today. 



Midwest Engineering 8C Construction Corporation, 
209 S. Third St., 
Columbus, Ohio. 

Gentlemen: Without any expense or obligation on my part, please furnish me with details of the service you can render for 
the type of work I have indicated below: 



Name of Company 

Name of Officers 

Address 

Check the Service interested in: 

Architectural — Planning and Design D 

Decorating — Ornamental and Painting Work D 
Equipping and Furnishing the Theatre D 



Do you contemplate a new Q or a remodel □ job? 
How many seats in present or proposed house? 
Remarks: 



Very truly yours. 



Beginning: A Series on Interior Design 



CHARLES B. O'NEILL 
Advertiting Manager 



A monthly supplement of Exhibitors Herald and Moving Picture World, pub- 
lished for information and guidance of theatre owners in matters of theatre 
construction, operation and equipment and to promote the ideal of finer theatres 



HARRY E. eOLQUIST 
EoMtmrn RepreMenlatlw* 



BETTER THEATRES 

EDITORIAL AND 

ADVERTISING OFFICES 

CHICAGO 

407 So. Dearborn St. Telephone 

Harrison 0036. Cable Address: 

Quigpubco. 

Jay M. Shreck, Managing Editor 
Charles B. O'Neill, Advertising 

Manager 
George Clifford, Business Manager 

NEW YORK 

S6S Fifth Ave. Telephone Vander- 
bUt 3612-3613 

Harry E. Holquist 
Eastern Representative 

LOS ANGELES 

S617 Hollywood Blvd. Telephone 
Gladstone 37S4 

■ Douglas Hodges 
West Coast Manager 

LONDON 

The Bioscope (J. Cabourn. Editor) 

Faraday House, 8-10 Charing Cross 

Rd., W. C. 2 



The successful theatre today is the 
one that pays strictest attention to 
its physical features. Cinema pa- 
trons demand more than pictures. 
They must be given every degree of 
comfort, convenience and atmos- 
phere. 

To the enterprising exhibitor Better 
Theatres each issue presents numer- 
ous ideas and suggestions for in- 
creasing profit through better pub- 
lic service and management. 



SUBSCRIPTION RATES 

United State and possessions — 

$3 per year 

Canada — $4.50 per year 

Other points of the w«rld — 

$9 per year 

Single copies, 25 cents 

Advertising rate cards and Audit 
Bureau of Circulations statements 
furnished upon application. 



In This Issue 



BETTER THEATRES offers in this issue the first of a series of 
articles on interior decoration; Hawley M. Lasher, widely 
known artist, is preparing this valuable series for the theatre owner 
and theatre builder. 



HAROLD B. FRANKLIN, Clark Munson and Victor A. Rigau- 
mont reply this month to Thomais E. Tallmadge's severe ar- 
raignment of motion picture architecture; Their views will interest 
architects and theatre men as well. 



THE small town acquires a finer conception of theatre au-chitec- 
ture; In this story are told the features of Hcirry J. Cramer's new 
Ritz theatre in Iowa; You may find a tip for your new house in this 
article. 



w 



HAT Kind of a Fellow Is ? is the title of a new monthly 

feature in "Better Theatres;" In this issue you are introduced 

to Frank Meyer of Publix Theatres and to L. W. Orlove, who is with 

Saxe Elnterprises. 



AND don't forget that in this issue you will find "Better Projec- 
• tion," which is edited each month by that widely read projection 
authority, F. H. Richardson — Interior eu-chitecture is amother fine 
offering. 



10 



BETTER THEATRES SECTION OF 



April 14, 1928 



i i 




SALES 
OFFICES 

Baltimore, Md. 
Boston, Mass. 
Buffalo, N. y. 
Chicago, 111, 
Detroit, Mich. 
Kansas City, Mo. 
Los Angeles, Calif. 
Minneapolis, Minn. 
New York, N. Y. 
Philadelphia, Pa. 
Portland, Oregon 
St. Louis, Mo. 
San Francisco, Calif. 
Seattle, Wash. 



I , 1 



rcpest 
Single Ordei^ 
Eve^ Placed/ 

IN the largest single order ever placed, the Publix Theatres ^ 
Corporation purchased over 40,000 Hey wood -Wakefield 
theatre chairs. Publix showmen, engineers, chemists, and maintenance 
men approved the two new Heywood-Wakefield seats submitted, one of 
which is shown above. This beautiful, de luxe seat eliminates every 
present objection in theatre seating. It possesses a special wing con- 
struction, hinge, center standard, seat and back never before produced. 
Send for our free booklet, "After Months of Investigation", which 
describes in detail the two Publix chairs specified in the largest single 

order ever placed. 

HEYWOOD -^W\KEFIELD 
Theatre* Seating Division 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 

- introducing the authorl 



11 



tfjIThis being the first of a series of valuable articles on 
^ decorating the interior of the motion picture theatre of 
small or moderate cost, something should be said by way of 
introducing the author. Hawley M. Lasher has spent much 
of a lifetime in the interior decorating field, particularly in 
the painting branch of it. 



MTTHe has traveled professionally over the nation and now 
^ in Chicago he is a teacher and lecturer widely known in 
his field. The Illinois College of Painting and Decorating, 
of which the author is the director, is proving highly suc- 
cessful in raising the standard of interior painting. Hawley 
M. Lasher can write with authority. 



Decoration Is Big Factor in Success 
or Failure of Theatre 



By HAWLEY M. LASHER 



DECORATING the interior of a the- 
atre of small or moderate cost pre- 
sents quite a problem to the one 
footing the bills. The interior of a theatre 
is so all-important. Its appearance is such 
a great factor in the success of a theatre. 
It seems to me, however, that an attractive 
interior can be attained without a lavish 
outlay of money, without plastic work and 
brocades, but with paint. 

And even in the use of paint, the method 
I have in mind can materially reduce the 
labor cost below the usual figure. 

This article is to be devoted to the lobby. 
But I shall have a great deal to say about 
the method mentioned, since it is to be re- 
ferred to constantly in the succeeding arti- 
cles taking up other parts of the theatre. 
Incidentally, it is my aim to submit what I 
think is a way to a standard of decoration 
so woefully lacking in a great many of the 
smaller theatres, in which colors have been 
lavishly and extravagantly used, to the 
detriment of the theatre. 

A fundamental consideration is that the 
wall be properly prepared. It must be 
painted to an even and smooth finish. As 
the method I shall describe demands a 
transparency glaze finish, care should be 
used in toning the paint for the background 
of the glaze. 

* * * 

The painter should have a good working 
knowledge of colors, of course, to attain 
the desired results. And he should be able 
to visualize with sufficient accuracy the 
efifect sought, so as to decide upon the 
color or tint for the background. 

In deciding on the tint, the surroundings 
should be considered — the architectural de- 
sign, the woodwork, the marble, if any, the 
lighting and the exposure to the outside, if 
there is any. After considering the sur- 
roundings collectively, the decorator is free 
to decide upon the predominating tones, for 
the wall decorations. 

Of the various colors that suggest them- 
selves, those should be chosen which are 
most durable; which do not readily fade, 
yet at the same time permit a beautiful 
transparently. For the lobby, colors should 
be selected which will best withstand the 
daylight and air conditions. Therefore, 
lake colors, aniline reds, and Prussian blue 
and carmine should not be chosen. 

I assume that the decorator would use a 
glazing liquid with which he is most famil- 
iar. In this method, he needs but two or 
three brushes for the entire decoration. 
Since it is his object to attain the best re- 
sults in the least possible time, an outline 
stencil, of the proper proportions for the 
) various spaces, would most likely be used 

for the design. 
I Care should be taken in selecting the out- 
i line color, for the decorator should avoid 
any shade which gives an efifect too sharp 



or too full of contrast. In case he should 
find it necessary because of lack of time to 
permit an oil color to dry on the outline 
stencil, he might use a properly glued, col- 
ored calcimine. As the glaze is applied, the 
color absorbs a sufficient amount of the 
liquid to make it almost as durable and 
solid to work over as the oil line would 
be. 

Only two colors are to be used. Let us 
take, for the purpose of illustration, medi- 
um chrome green and burnt sienna. A por- 
tion of each is mixed separately with the 
glazing liquid. Perhaps the design calls 
for a ceiling with a figure in each corner, 
connected by lines to give a border efifect. 
Apply the clear glazing liquid, covering the 
"stretch" across the ceiling, including the 
figures and lines. The glaze should not be 
rubbed out too much, but sufficient left on 
so the colors may blend quickly. 

Before applying the colors, the burnt 
sienna should be toned down with sufificient 
green to get a light tan effect, while the 
green should be toned down with the sienna 
to a soft olive tone. The colors are ap- 
plied to the ceiling separately, in spots. 
When the surface is spotted in, a wide flat 
brush is used to blend the colors, mingling 
them freely, so as to secure a soft blend. 
Then they are mottled with a cloth, until 
the effect is that of a fine mesh. If a fine 
mesh effect is desired, cheese cloth or simi- 
lar material should be used. If a coarser 
or larger mesh is wanted, coarse cloth or 
a wad of crinkled paper should be used. 




A ha^^y happenstance enabled the 
Herald-World cameraman to in- 
formally bag these Massachusetts 
showmen, G. A. Gallant (left) and 
C. F. Todd, both of the Town Hall 
Rawley. 



In the treatment of the stencil, the same 
colors are applied, though they are varied 
in strength and shade by blending one with 
the other. A brown, for example, can be 
had by mixing equal parts of sienna and 
green; tan, by mixing the same colors but 
making them much thinner; warmer tones, 
by using more of the sienna; various green 
tones, by adding sienna to the green. 

To obtain the effect demanded by the 
design and as carried out in the stencil, it 
is necessary to leave the color as applied 
in places where shadows are required. But 
where highlights are called for, the color 
is wiped out. 

If the walls are not to be left white — 
and personally I do not think they should 
be white in any part of the theatre, and 
certainly not in the lobby — I think there is 
no more attractive wall than the Tiffany, 
the graduate blend. 

For this type of decoration, the walls 
should be glazed well ahead of the colors. 
When the colors are applied, the heavier 
should be the bottom, with the shade fading 
toward the top, where the glaze should 
be only faintly tinted. The colors are then 
blended thoroughly with a flat brush and 
mottled until the effect desired is attained. 

For the walls, the outline stencil is doubt- 
less the best, and of course the most eco- 
nomical way of achieving an attractive de- 
sign. For the lobby, panels are usually 
used in connection with a Tiffany. Perhaps 
haps the designer may like a flower effect 
in the cen^r. The same colors as those on 
the ceiling are used, in order to make the 
tccneral color scheme of the lobby harmoni- 
ous. For the walls, however, the colors are 

a trifle heavier. 

41 * « 

In forming a flower design, the green and 
sienna are spotted in alternately, the edges 
being tapped with a cloth so as to leave 
a soft, gradual blend to the center. The 
center js then mottled, the cloth being used 
to intermingle the colors. Here care should 
be exercised not to disturb the deeper 
shades at the center. The highlights are 
got by the wipe-out system, giving the 
flower its antural shape and general appear- 
ance. 

In wiping out the color from the flower, 
tiie decorator should use a clean, soft, ab- 
sorbent cloth, rolling it into a wad small 
hut large enough to cover the space of the 
flower. He should tap carefully on the side 
to be hipliliglited, allowing the color to 
gradually hiend to the opposite side, which 
will form the shadow. In wiping out the 
petals or leaves, or any foliage, the cloth 
is stretched taut over the thumb. 

Here a word of caution may be necessary. 
W lion the wipe-out system is used — and it 
(CoHtiiitied on pagt 541 



12 



BETTER THEATRES SECTION OF 



April 14, 1928 \ 



I ■ , 





Above — An arresting nook in the u^per foyer. The 
tile fountain stands just o^^osite the head of the 
grand staircase. At left — A portion of the lower 
foyer and the grand staircase. Attention is called 
(doubtless unnecessarily) to the uncommon beauty 
of the chandeliers. 



Midwesco^s New 

Million Dollar 
Capitol Theatre 



One of the largest and most lavishly 
equi^^ed theatres in the Midwesco 
chain is the new Capitol in Wiscon- 
sin's capital city, Madison. There are 
even such items as a ballet rehearsal 
room and a special room for animals 
a^^earing on a bill! The house seats 
2,500 and cost $1,000,000. The design 
is after the Spanish. Ra^;^ & Raj[)'l> of 
Chicago were the architects. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



13 




Mirror Room (above) Is Unique 
Feature of Capitol 

Madison, Wis., house ts erected from design hy Ra'p'p & Ra^^ of Chicago 



ANOTHER work of art in the form of 
^ the new million dollar Capitol theatre 
at Madison has been completed by 
Rapp & Rapp, Chicago architects. This 
new 2,500 seat house is filled with the at- 
mosphere of Spain. The lobby is decorated 
in glowing colors and has six mural paint- 
ings on the walls. The front part built 
over the ticket booth is arranged as a 
flower garden while colored glass chandel- 
iers hang from a ceiling that has been done 
in two-toned rough plaster. The various 
colored tile about the murals and fountains 
has been imported from Seville, Spain. 
* * * 
In the auditorium proper the sides of the 
Stage opening are done in Spanish tile of 
brilliant hue. The stage itself is the largest 
of any theatre in Madison and measures 
50x35 feet. Two unusual screens in gold 
and scarlet cover the organ grills and fig- 
ures of knights and ladies of honor have 
been painted on the curved sides of the 
ceiling. The dome in the ceiling is lighted 
with many colored lights. Special furniture 
has been selected for the entire house and 
it harmonizes beautifully with the general 
scheme. 

Backstage are 15 dressing rooms with a 
capacity of 100 artists; a big rehearsal room 
for ballets and special acts; a musicians' 



rest room; a large music library, while also 
within the theatre is a miniature theatre in 
which all pictures are previewed and "cued" 
for music. Another feature is an animal 
room to accommodate any animal acts 
which may come to the theatre. 

Each of the three floors is provided with 
rooms for men and women. The first 
floor entrances lead to a lounge in the 
basement with a mirror room for the ladies. 
Another innovation is the combined men's 
and women's smoking lounge which is 
tastefully furnished and the first of its 
kind in any theatre in Wisconsin. Known 
as an "inverted saucer," the Capitol bal- 
cony is five inches higher in the middle 
than at the sides. This has been done to 
create an illusion in the eye of the actor 
on the stage. 

A refrigerating apparatus has been in- 
stalled at a cost of $75,000 which provides 
fresh, healthful air for all seasons. It is 
capable of freezing 225 tons of ice a day. 
The cooling and ventilating plant installed 
in the theatre keeps the interior at 68 de- 
grees, while each minute thousands of cubic 
feet of washed, cooled, pure air arc forced 
into the theatre through hundreds of un- 
seen inlets and at the same time huge blow- 
ers hidden away under balconies, remove 
as much air as is forced in. 



Seats to blend with the atmosphere of 
the theatre were made by the Heywood- 
Wakefield Company, Chicago, while the 
heat regulation is that of the Johnson-Serv- 
ice Company, Milwaukee. The National 
Theatre Supply Company, Milwaukee, 
equipped the theatre with the most modern 
projection booth, stage rigging, orchestra 
stands, box office and lobby equipment. 
The entire lighting fixtures in the theatre 
were designed and manufactured by Vic- 
tor S. Pearlman Company, Chicago, while 
the electrical installation and lighting ef- 
fect was done by the Uihlein-Ortmann 
Electric Company, Milwaukee. Vilter ice 
machinesry is used in the theatre and the 
Chicago Studios, Chicago, furnished the 
gold laminette curtain, Spanish shawl drop 
curtain, scrim curtains, tormentors, exit cur- 
tnins and the stage draperies. 



.Ml the ornamental iron and bronze work, 
including the steel stairs, railinsrs, radiator 
grills, poster frames and fire escapes were 
furnished and installed by the Globe Wire 
& Iron Works, Milwaukee. Tile and ter- 
razzo work it) the Capitol was done by the 
Universal Tile and Tcrrazzo Company. Mil- 
waukee, while the mansure trimmings and 
applique used exclusively in the new theatre 
(Ci'ntit%tte,i on page 31) 



14 



BETTER THEATRES SECTION OF 



April 14, 1928 



i ii 



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The Modern Motif in Lighting Fixture Design 

Suhmitted here are six designs for lighting fixtures in the theatre. They are executed in 
the modern motif. The designs are 'presented through the courtesy of the Voigt Comj[>any. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 15 




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16 



BETTER THEATRES SECTION OF 



April 14, 1928 



has something been overlooked? 



^TT Architect RigauniDiit says "yes" in his reply to Thamas 
jl E. Tallmadge and other architects whose criticisnij 
of motion picture architecture have been published in the 
last two issues of "Better Theatres." It is Mr. Rigaumont's 
contention that art is difficult and criticism easy, as well as 
unproductive if "biased or unreasonable." 



JTT In the opinion of Mr. Rigaumont, too much praise can- 
jJ not be given to the men who have designed motion 
picture theatres and to the men who have built them. 
He does say, however, that the theatre in the smaller 
towns has been slighted, but in his opinion this condition 
ii only temporary and can be corrected. 



Motion Picture Theatre Architecture 
Is Distinct Achievement 

Says VICTOR A. RIGAUMONT 

Architect of New York and Pittsburgh — l^emher of American Institute of Architects 




Victor A, Rigaamont 



l\RT is difficult. Criticism is easy, and if 
/-\ soberly given is beneficial, although it 
-^ A. is intensely destructive and unproduc- 
tive if it is biased or unreasonable. 

The architect's ar- 
ticle in the March 
issue of "Better The- 
aires'' department 
criticising the archi- 
tecture of the Ameri- 
can motion picture 
theatre and the re- 
sulting symposium of 
comment by other 
fellow practitioners, 
brings one to an 
important conclusion 
that all seem to have 
overlooked. 

That is : the motion 
picture theatre in 
America is a paying 
institution, it is great numerically and it is 
functioning every day in the year. 
There can't be so very much wrong with it ! 
Designing a theatre is a specialized accom- 
plishment in which many, otherwise good 
architects, are unskilled. These fellow practi- 
tioners are the foremost critics, primarily be- 
cause they do not understand the mass of 
important details which go toward making the 
theatre correctly, and their main desire is to 
impress others with their interpretation of 
what is art in architecture. 

I shall pass over detailed discussion of the 
fine points in engineering, seating capacity, 
panic outlets, ventilation, and the like, because 
most of those who wrote for the March issue 
had nothing but praise for these important 
mechanical details. 



It is the decoration, in the scheme of motion 
picture architecture, that has come in for the 
cannonade of criticism, with the declaration 
that "it is in the aesthetic side alone that these 
theatres are regarded to have sinned." 

If this be the case, then "what is all the 
shooting for?" 

Many critics, more or less able, take delieht 
in sniping at the accomplishment of others and 
continuously overlook the facts that archi- 
tecture is not merely ornamentation or the 
tickling of the optic nerves. 

It is true that the great majority of theatres 
recently completed are beautifully executed and 
that there are others that are not on a par 
with the best. 

But it is also true that the development of 
American theatre architecture is far superior 
to that of other countries and that it has kept 
pace with the phenomenal rise of the motion 
picture and the theatrical industry. Both in- 
dustries, distinct achievements, are classed by 
the government on a par with the steel, auto- 



motive and other leading industries, which are 
the business backbone of the nation. 

The success and achievements of the in- 
dustry's leader.= — Zukor, Lasky, Fox, Laemmle, 
Warner, Franklin and many others, together 
with their assistants and artists, are com- 
mensurabh' reflected in their enterprise 
through the medium of many magnificent and 
practical theatres, which stand as monuments 
to the ideals and accomplishments of these 
persons and their organizations. 

Too much praise cannot be given to the 



Setl&fbmtm 

LETTERS 

from Readers 

An extension of The "Letters from 
Readers" department in Exhib- 
itors Herald and Moving Picture 
World. All communications must 
be signed. 



Wants Plans Submitted 

GLOBE, ARIZ., To the Editor: Enclosed 
please find a clipping from a local newspaper 
with an announcement of our new theatre. 
We are not in a hurry yet to rebuild it, be- 
cause of existing leases on it. 

If you would care to mention it in your 
magazine, it would perhaps help us to get 
better plans from outside architects, or get 
better suggestions, because what we have at 
present are not satisfactory. The lot is 51x100 
and so our space is limited. We desire to 
have two stores, one on each side, 17x22 
deep and a spare room above for storage, 16 
foot lobby, more or less balcony type, 15-foot 
stage, modern equipment, and modern front, 
and to utilize, to the best advantage, the 
equipment that we have on hand already. 

Our place is located between two hotels, 
and a string of windows are now existing at 
19 feet from the ground. I'd like to avoid 
closing them if possible. 

I'd like to have somebody that builds thea- 
tres only to submit plans.— -Alfred Rabogli- 
ATTi, Globe, Ariz. 



Fire Damages K. C. House 

(Special to Exhibitors Herald and 
Moving Picture World) 

KANS.A.S CITY, April 10.— The second 
show had just started at the Rivoli theatre, 
suburban house here, Friday night, when fire 
broke out in a back-stage dressing room. The 
audience of about 300 filed out in orderly 
manner. The loss was estimated at $700. 



American architects : Crane, Lamb, Rapp, 
Alschuler, and a few others, who have created 
the new spirit of the American theatre and 
the motion picture. Their major conceptions 
are stupendous, unrivalled, and their clients 
and the public are more than satisfied. 

The magnificent theatres in New York, 
Chicago, Detroit, Los Angeles and elsewhere 
are far more eloquent in their dignified silence 
than critics would have us believe. 

So much for the big city theatres. 

However, the condition remains that thea- 
tres in the smaller towns of the Union have 
been somewhat overlooked because of the de- 
sire to build large theatres in the key cities. 

The next step, in keeping with the progres- 
sive spirit of the motion picture business, is 
the further development of the smaller thea- 
tres. Such successful exhibitors as Schine, 
Lipson, Comerford, Kutinsky, Lesser, Dipson, 
Brandt Brothers, Schwartz, Harris and Silver- 
man, and others have proved that the smaller 
theatres are highly profitable. 

It is the towns of 1'5,000 to 200,000 popula- 
tion which are sorely in need of modern struc- 
tures to replace the old Opera House of 
antiquity. 

Their public feel that, although they are 
favored with fine pictures starring Gloria 
Swanson, John Gilbert, Richard Dix or Regi- 
nald Denny, and first class shows, they have 
nothing modern in the way of accommodation 
and it is surprising to notice their appreciation 
and attendance whenever some enterprising 
exhibitor puts a new or remodelled theatre at 
their disposal. 

^ ^ ^4: 

The smaller theatres, up to 2,000 seats, af- 
ford an opportunity for simple, dignified and 
decorative architecture, which can well be 
taken care of by our American architects, 
economically and artistically, without the aid 
of our cousins across the seas. 

American architects must realize that today, 
tomorrow, and forever, the creation of build- 
ings demands that the general practitioner 
must be relegated, and that the specialist is 
here to stay, whether it be for post offices, 
hospitals or theatres. 

Therefore, let us travel our architectural 
paths, assisting our colleagues through mutual 
understanding and appreciation. Thusly, will 
we keep pace with our country and its indus- 
tries and most likely, kee" improving as we 
always do, the architecture for Americans, 
not only theatres but also for all other types 
of buildings. 

Architecture through the ages has been and 
always will be the expression of accomplish- 
ment of a race. 

Architecture is the monument of the Ameri- 
can motion picture accomplishment. 

The architect plays an important role in the 
exhibition of motion pictures. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



17 




5. L. Rothafel 



Roxy Says: 



S. L. Rolhafcl, -who built the Roxy theatre in New York City, a hoitsc 
luhich is the largest motion picture theatre in the zuorld and grosses more 
zveckly than any other theatre, makes the following explanatory comment: 

"I do not care to enter into any controversy with Mr. Tallmadge or anyone 
else on something which we know nothing about. So there you are." 




Harold B. Fraaklln 



^ ^ 



-in the Land of Make -Believe 



Motion Picture 

Architecture 

Practical, 

Says Clark Munson 

New Virginia Theatre, 
Champaign, 111. 

IN the well meaning article by Thomas 
E. Tallmadge, in which he criticises 
modern theatre architecture, there are 
several statemetits with which just excep- 
tion may be taken. When Mr. Tallmadge 
says that theatre owners, in an endeavor to 
make the theatre venture pay, give the pub- 
lic credit for no more discretion in archi- 
tectural appreciation than a 14-year-old 
child, he utters a misstatement. Proof that 
this assertion is in error is forcibly evi- 
denced by the millions who daily demon- 
strate their approbation and appreciation of 
the modern theatre, by their attendance. 
The public would not repeatedly patronize 
an institution that appealed only to the 14- 
year-old architectural intellect. It is plainly 
seen that if the modern theatre insulted the 
public's intelligence it would not return 
again and again for further affront. 

There has never been built a building 
that completely suited the bricklayers, plas- 
terers, carpenters, and other artisans. They 
invariably can, or rather think they can, 
improve the architects' plans, with altera- 
tions here and alterations there. They en- 
tirely lose sight of the fact that the struc- 
ture is designed to serve a purposeful end 
with all elements considered in their com- 
ponent relation, one with the other. Like- 
wise, it follows, that some architects be- 
lieve that the owners, the men who pay 
the bills, do not fully know what they want 
or what they wish to accomplish. 

The aim of every astute and conscienti- 
ous owner or manager is to build a theatre 
that will enable him to offer the ultimate 
in comfort and entertainment at a reason- 
able profit. It is the owner who sits in 
the driver's seat with the reins in his hand 
and his eyes on the road. He sees all that 
Koes on around him and alters his course as 
occasion ticmands, luit always with his ob- 
jective in view. The individual, whether 
he is the architect who is certain his own 
ideas are superior to the owner's or the hod 
carrier who think the architect is a chump, 
each is too deeply absorbed in his own spe- 
icalized work to think of the aims and .troal 

j of the institution as a whole. 

! The builder of a modern theatre endeav- 
ors to increase his patronage and he has 
found_ that theatres atmospherically re- 
sembling beautiful Venetian gardens, Span- 
ish court yards, or other fanciful landscape 



Electrical Transmission 
of Pictures 




This invention by Herbert E. Ives, 
Montclair, N. J., has been assigned to the 
Western Electric Company, Inc., New 
York. Briefly the invention is this: 

In a system for the transmission of pic- 
tures, a receiving station, a drum at said 
station, said drum carrying a photosensi- 
tive reproducing surface, means for trans- 
mitting to said station a carrier wave 
modulated according to characteristics of 
a picture or object, an image of which is 
to be produced, a light valve, and means 
external to said valve comprising a plur- 
ality of lenses and adjustable apertures 
for controlling the exposure of said sur- 
face according to the received waves and 
for determining the portion of said waves 
effective in such exposure. 



effects admirably accomplish this result. 
Buildings thus executed are usually the 
pride of each community in which they are 
erected. True, some ethereal individual, 
who generously visits the theatre once a 
year to see a "Ben Hur" or "King of 
Kings," might view the alluring interior 
with disdainful superiority, but the great 
mass of townsfolk who come week after 
week, swell with pride, then they proudly 
point to the architectural gem set in the 
midst of their city. 

Mr. Tallmadge further states that "the 
goal of the architect and decorator should 
be restraint rather than license." Perhaps 
so^ — iu a hanking room, granary or gar- 
age — but not in a theatre building where 
care-worn parents and under-privileged chil- 
dren come for an evening or afternoon of 
enjoyment and entertainment in a world 
vastly different tlian that which they arc 
obliged to accept in their monotonous (lail.\' 
routine. 

Does not Mr. Tallmadge realize that the- 
atres c>f his socalled '■tortured architecture" 

(Continued en fapc 34) 



A ^^Splash'' Merely 

Emphasizes the 

Appeal, 

Says Harold B. Franklin 

President of West Coast 
Theatres, Inc. 

IT is with interest that I read your edi- 
torial of March 17, in connection with 
the comment of Mr. Thomas E. Tall- 
madge, a noted Chicago architect. 

It is my opinion that architecture in 
theatres is successful when it meets with 
the approval of that part of the public, to 
which it is the purpose of the particular 
theatre to appeal. Theatre architecture 
comes only under such a classification. 

It is the object of those that build thea- 
tres- to make people feel that the building 
is their building. What may be deemed 
good architecture for one type of building, 
may be entirely out of order in another 
type. The splendid dignity of a govern- 
ment building, for example, does not be- 
long in a motion picture theatre. There 
should be a certain amount of "splash" in 
a theatre w-hich caters to the masses; those 
who operate theatres throughout this coun- 
try have found that to be the case. It is 
this "splash" that is referred to as "ginger- 
bread" by Mr. Tallmadge — but this "splash" 
is merely a simplification, an emphasis for 
quick appeal to entirely non-professional 
minds. 

.'\nd, when people show their approval, 
to the extent that the American public has 
shown theirs to motion picture theatres, it 
would be an indication that most of the 
people of America approve that type for 
theatres. The motion picture theatre does 
not intend to cater only to the self-styled 
"Intelligentsia," but is intended to appeal 
principally to the entire mass of our people. 
* * ♦ 

Theatre architecture is a study apart from 
ordinary architecture, and the writer has 
known of instances where architects, who, 
perhaps, were quite efficient in designing 
railroad stations, fell short in the designing 
of theatres insofar as public approval was 
concerned; and, by "public approval" I 
mean patronage, which in the final analysis. 
is the main court of opinion. What if 
theatre architecture is somewhat exag- 
gerated? Isn't the entire appeal oi the 
theatre that of "make-believe"? People go 
to the motion picture theatre to live an hour 
or two in the land of romance. On the 
whole, it will be found tluTt the motion 
picture theatre is invariably the finest pub- 
lic building in each community — at least it 
i< coiisiilered so by the majority of the pub- 
lic i>l each ct>mnninifv. 



18 



BETTER THEATRES SECTION OF 



April 14, 1928 




Ah o V e — the audiiorium, 
facing the stage. Rectan- 
gular in sha'^e, this audi- 
torium offers ■perfect opti- 
cal conditions for the en- 
joyment of a motion pic- 
ture. From no part of the 
chamber is vision dis- 
torted, while the hall is 
small enough to permit of 
excellent reception of 
sound from the stage. The 
tvalls are done in ivory and 
colored stencil -work. The 
indirect lighting is con- 
trolled by one switch in the 
booth and is equipped for 
color combinations of red, 
white, and blue. 




At left — a front exterior 
view. With only a moderate 
investment possible, the 
architect could have done 
one of two things — make a 
cheap imitation of a gaudy 
front, or work modestly, 
applying only the principles 
of symmetry and variation. 
He chose the latter course. 
This front may be poorly 
arranged for the display of 
posters, but the name of 
the theatre is well Pro- 
vided for. Viewed from 
either side, one sign says 
"Ritz" while the other is 
saying "Theatre," while 
still another sign faces for- 
ward. 



The Ritz — a Theatre of Charm in a Small Town 

And it's not a hit "ritzy." This theatre in Chartton, la., owned by Harry J. Cramer, is 
content to he in good taste. William L. Perkins of Chariton designed it. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



19 



Pack 

Keep 



em m and 



m 



f 






oo 



Md^e -jOur theatre an oasis of coolness in a heat-ridden 
world, and you'll ^ac\ 'em in night after night, all 
summer long. Tou can do it. 



i i i 



Yo M Can 







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Cool Your Theatre «,ith WASHED AlR 

By Putting In The 

Supreme I ^%lstILi 1 S y s t e m 

Yes, the Supreme System actually washes every cubic foot of air that it 
forces into your theatre. It's the only system of its kind that DOES wash the air. 

The Supreme Turbo Air 'Washing Unit, a wonderful new feature of the Sup' 
reme System, creates a foggy water'mist through which the air must pass be 
fore entering the cooling blower. It's amazing how that mist freshens and 
cools the air. 




A theatre m 
which this sys' 
tern is installed 
simply cant he 
hot or stuffy. Its 
cool and com' 
fortahle on the 
most torrid 
afternoons and 
nights. 




Note The Horton 

Variable Speed Pulley 

At slight extra cost the cooling Blower can 
be supplied with this reliable pulley, in- 
stead of standard single speed pulley. The 
Horton Pulley can be furnished with cables 
for remote control. 



After the air has been washed and cooled, the 
6 ft. all steel Supreme cooling blower (illus- 
trated to the left) forces it into your theatre 
in such volume and at such velocity that all 
the air is changed completely 30 to 60 times an 
hour. No noise ! No drafts ! But a continual 
inpouring of fresh cooling breezes! 

The Supreme System gives the same results 
as the big expensive cooling systems used in 
big city theatres. It is easy to install, simple 
to operate and absolutely noiseless. In fact, 
it has proved itself to be the quietest, most 
efficient and least expensive cooling system of 
its kind on the market. 

And remember it is the only system of its 
kind that can give you washed air. 





Heater & Ventilating Corp* 

ST. LOUIS, U. S. A. 



This Air-Washing Unit comes com- 
plete with electric motor and operates 
from any electric light soc\et. 



Get The Facts/ 



Write us )\>r complete 
information and con- 
venient payment plan. 
Send iti the coupon 
today. 



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ient payment plan on 
the Supreme Cooling 
System. 



Name. 



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o<'Tho»tre 



City 



20 



BETTER THEATRES SECTION OF 



April 14, 192R 



SeH&fbalm 



Published Every Fourth Week by 

QuiGLEY Publishing Company 

Publication office: 407 So. Dearborn St., CHICAGO, U. S. 



A. 



Martin J. Quigley, President 
Edwin S. Clifford, Secretary George CtiFroRD, Asst. Treasurer 

Member Audit Bureau of Circulations 
Copyright, 1928, by Quigley Publishing Company 

All editorial and business correspondence 
should be addressed to the Chicago office 

Other publications: The Chicagoan and Polo, class journals; and the fellow- 
ing motion picture trade publication in addition to Better Theatres, published 

as a supplement to Exhibitors Herald and Moving Picture World: The 
Buyers Index, Semiannual. 

Whole Vol. 91, No. 2 (Vol. 33, No. 5) April 14, 1928 



There Is News in the 
Advertisements 

Every month the prospective theatre builder, or the 
theatre owner who is contemplating reconstruction, will 
find in the pages of Better Theatres a guide to the prodmct 
which will give to his theatre the ultimate in comfort, 
decoration, appointments, music, lighting and all other 
accoutrements necessary to "better theatres." 

This issue of Better Theatres, both in its advertisements 
and in its text, presents a wealth of information relative 
to "better theatre" equipment. In addition to the news 
of manufacturers and distributors found regularly in these 
pages, the reader this month niay obtain information from 
the following companies: 

Arnold Electric Signs Company, Inc., Kokomo, Ind. 

This company is producing for theatres an out' 
door sign, the construction of which is approved by 
the National Board of Underwriters. The company 
furnishes a combination of colors, interchangeable 
raised letters, marquise and special effects. A cata- 
logue will be forwarded upon request. 

Capehart Automatic Phonograph Corporation, Huntington, 
Ind. 

This company manufactures an automatic phono- 
graph ivhich will play 28 records on both sides con- 
tinuously. The instrument is called the Orchestrope, 
according to the company; can be coin operated if 
desired. 

Clinton Carpet Companv, 130 North Wells street, Chicago, 
lU. 

This company is the manufacturer of Ozite, a car- 
pet cushion for use in theatres. Every theatre man- 



ager is aware of the luxury which is afforded to his 
patrons by the softness underfoot. A catalogue of the 
product is awaiting you. 

F. B. Griffin, Oshkosh, Wis. 

A new film cement for theatres, studios and ex- 
changes is now being marketed by this company. A 
descriptive circular will be sent upon request. 

Products presented in this issue of Better Theatres will 
give to the theatre owner a house the accoutrements of 
which will mean increased box office values. 



Music in the Theatre 

Popularity of the theatre has developed a demand for music 
of every type. 

The organ, orchestra and the automatic instrument today 
are giving to the vast theatre audiences a pleasure which was 
reserved for the minority a few years ago. 

Music means money at the box office. The wise exhibitor 
is the one who provides this phase of entertainment for his- 
patrons. 



Again — Summer 

Summer is a prolific period in the calendar. Some years, 
ago the summer bugaboo became a thing of the past, yet the 
theatre owner cannot forget those things which brought with 
summer good business. 

It may be only a splash of paint, it may be new lights, it 
may be a cooler interior, it may mean better music — ^whatever 
it is the exhibitor should begin to take stock now so as to 
avoid any possible depression during the warm months. 

Through the years the motion picture industry has over- 
come many obstacles. That is one reason why it stands today 
as the greatest form of amusement and recreation in the world. 
As the years pass it becomes more intrenched. As the years 
come its solidity should become more pronounced. 

The motion picture is an essential, but it depends upon the 
individual as to how essential it is, or should be. There is a 
thought! 



Building Condition Encouraging 

A survej'^ of building conditions in 103 cities in 35 states 
has just been completed by Walter J. Greenebaum, vice- 
president of Greenebaum Sons Investment Company of 
Chicago. An analysis of the returns, Mr. Greenebaum an- 
nounced, revealed a healthy condition. 

This is encouraging news for the equipment field. 



%m Is no substitute Mm/kmf 



^71 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



21 



CETTEC PROJECTION 



M««MMaa^B«p«MM«#«i«a«««»i 



••««<»i«««M« 



By F. H. RICHARDSON 

Electricians and Rank Imitations 



Complaint has reached me that electricians, when 
connecting up Hertner Transverters, do not read 
the wiring diagram correctly, and, failing to look for 
identifying marks on the various leads, play the devil 
with things generally. 

Projectionists will do well to remember that merely 
because a man declares himself to be an "electrician," 
and really is a good wireman or fixture installer, does 
not prove that he has extensive knowledge of electrical 
action, or that he is able to read unfamiliar wiring dia- 
grams correctly. 

One "electrician" in the Middle West recently re- 
versed the Transverter wires in connecting up the 
machine. The diagram showed the leads to be "L" 
at top, "A" in center and "F" at bottom. Instead, this 
"electrician" connected them in reverse order, with "F" 
at the top and "L" at the bottom. 



The projectionist should study the wiring diagram 
of sets to be installed, no matter how vehemently 
the installing man may declare himself to be an "elec- 
trician." He should himself look for identifying marks 
on the various leads. It ie not the duty of the projec- 
tionist to connect up sets, true, but it IS his duty to 
know that they are connected correctly. That is a part 
of his job, just as it is a part of his job to check over 
the projection room wire circuits and determine 
whether or not the wires are of a size to operate effi- 
ciently. His is not the actual work of installation, but 
he is or should be the engineer in charge of installation. 

If you don't know how, then will you please tell me 
just how you expect to efficiently use and handle some- 
thing you do not understand? Do YOU think that 
could possibly be? 

Think it over. Brother! 



Noisy 
Film 

Wilmei" G. Meier, projectionist, Waupaca, 
Wis., wrote complaining that the film in his 
Powers projectors, or one of them, anyhow, 
made quite a bit of aoise in passing through. 
I referred the inquiry to the Powers division 
of the International Projector Corporation, 
who answer thusly: 

"Wduld suggest that the alignment of the 
intermittent sprocket and its idler roller be 
■examined carefully to see if the sprocket teeth 
line centrally with the flanges of the roller. 
Also examine the guide rollers at the top of 
the gate to see that they guide the film cor- 
rectly and that the gate has even tension on 
both the right and left sides. Make certain 
that the screw holding the flywheel is set up 
tightly. 

"Examine the lower apron and see if the 
guide rollers are in alignment. Notice whether 
or not the apron touches the sprocket teeth. 
It should not, of course. Doubtless in one or 
the other of these things you will locate the 
trouble." 



Your 
Inquiries 

Mr. Richardson will answer any and 
all questions concerning matters pertain- 
ing to projection or matters allied there- 
to. Write him if you need advice. This 
service is gratis. Inquiries will be treated 
confidentially when requested. 



Ross Projector 
Parts 



Len Humphries, projectionist, Canadian In- 
ternational Film Studios, Trenton, Ontario, 
asks: 

I have an English made projector called the Ross. 
Prior to my taking over projection here it had been 
abused. The projector is four years old. The whole 
intermittent is worn. The tension plate (presuma- 
bly meaning the aperture plate. — Ed.) and springs on 
the gate are all badly worn. 

Can any reader advise as to where I may obtain 
parts for the Ross projector. I understand the 
company do not put out any more projectors. 

If any of our readers have better informa- 
tion than I just obtained, by phone, from the 
International Projector Corporation, write 
Friend Humphries direct. Otherwise, Hum- 
phries should write J. Frank Brockliss. No. 
10 Poland street, London, England, where all 
available information may be had. 

May I suggest, however, that it might be 
better from the business viewpoint for your 
studio to purchase a projector made on this 
■side of the "pond"? 



Projection Room 
Up-to-Date 

Manager Lester A. Davis, Fields Corner 
Olympia theatre, Dorchester, Mass., forwards 
accompanying photograph of the Olympia the- 
atre and this letter : 

I am enclosing picture of my projection room, 
just to give you an idea as to how an ordinary room 
in that particular department can be laid out to 
meet the specifications of the real up-to-date projec- 
tion rooms in the country. 

The equipment consists of two De Luxe Motio- 
graph Projectors, nickel trimmed and maroon duco 
finish, G. E. high intensity lamps, one double dis- 
solving steriopticon, one Brenkert spotlight, West- 
inghouse motor generator set, delivering current to 
the lamp through a multiple hookup; enclosed re- 
wind cabinet with Tennessee marble top; tool board 
with one-inch elbow brass edging and accommoda- 
tions for approximately 50 different tools; two carbon 
cabinets with brass tops; maroon enameled floor, 
covered with rubber matting. To the rear of the 
film cabinet we have a work bench with motor-driven 
buffet wheel, sandstone, and a drill chuck; the ceil- 
ing is painted ivory, the upper part of the walls is 
of briar green paint, and the lower surface is painted 
olive ^reen. The only changes in the projection 
room since the picture was taken is where the drop- 
lights have been replaced by ceiling globes and the 
rubbish can by a mahogany finished solar receptacle. 

The ventilation is adjustable so as to give uniform 
temperature in the room at all times. 

I might further add that I have placed an en- 
larged picture of the projection room on a tripod 
in the lobby of this theatre as a box office attrac- 
tion and asset. 

Henry F. Gleken and Walter L. Burke are 
in charge of projection in this most excellent, 
well equipped and very orderly room. If 
things are always as neatly kept (and I have 
no reason to suppose otherwise) as they 
appear in this photograph, then brothers 
Glekcii and Burke have reason to have pride 
in the room and its appearance. .\s to the 
picture on the Olympia screen — well, one 
could hardly imagine anything but high grade 
projection as coming from this room. 



Moreover, one glance at the carbon recep- 
tacles is sufficient to prove that Manager 
Davis is not one of those imitation managers 
who make a perfectly silly attempt to "save" 
by doling out just enough carbons for the 
day's run, keeping the rest in a safe deposit 
Nault, I guess. 

Later : I sent the foregoing to Manager 
Davis to have him fill in the names of the 
projectionists. He did so and added the fol- 
lowing: 

* * * 

Dear Mr. Richardson : I want to express my ap- 
preciation for the interest you have shown in my 
projection room, and to say that although I have 
fully cooperated with the projectionists insofar as 
concerns the equipping of the projection room, the 
real credit should be given to Chief Projectionist 
Henry F. Gleken. whose initiative and untiring ef- 
forts toward better projection have been rewarded 
by what you see in the photograph. 

I take real pride in what I term the perfect pro- 
ject. on in this theatre. The screen has even illu- 
mination at all times, the picture is always in sharp 
focus and there is absolutely no trace of travel 
ghost, no flicker or other faults which cause eye 
strain. Best of all though, we feel real proud to 
be able to say that in more than a year tiere has 
been no stop in the show. 

I feel real gratification in my good fortune in 
being able to have such an excellent projection staff 
— a staff which bends its best eflforts to have and 
maintain 100 per cent in projection efficiency. 
^ You asked for my photograph. Mr. Richardson, 
borry, but I have none available just now. 
» * » 

I'm real sorr>- for that last, for it would be 
a real pleasure to print the photograph of a 
theatre manager who has appreciation of and 
for good work, and is willing to cooperate 
with the men who produce it, and to reward 
them reasonably. If we had more such man- 
agers we would have consistently better, more 
efficient, projectionists. No normal man will 
feel an urge to work hard to excel if he is 
made to feel that the one immediately over 
him has little or no appreciation of excellence, 
or at least does not make his appreciation 
apparent. 

On the other hand, the projectionist who 
will not respond at least reasonably to a bit 
of praise, appreciation and reward, is not and 
never will he an etTicient man. It is a two- 
way proposition, gentlemen. The combination 
of a theatre manager who can and will appre- 
ciate good, efficient work and is willing to 
offer encouragement as M.anagcr D.-ivis has 
done, and projectionists who take real pride in 
their work and w.int to make good, instead 
of seeing how little they can possibly do in 



Correspondence for F. H . Richardson, editor of this depart- 
ment, should he addressed to South Lyme, Conn.. Box 100. 



22 



BETTER THEATRES SECTION OF 



April 14, 1928 




the hours they must be on duty and get away 
with it, is the combination that "brings; home 
the bacon" to the box ofiSce, gives the public 
100 per cent value for their money (that's 
where the box office wins out) and places the 
productions of the producer before the public 
at their full amusement and entertainment 
value. 

P. S. — Examine that rewind, Brother 
Gleken. Are its elements in exact line? Can 
you put on two empty reels, stretch a strip of 
film through and revolve the reels without 
their rims touching the film ? 



Rewinding 
Outrages 



The outrages (sorry, men, but that is pre- 
cisely the correct term) committed upon film 
in the process of its rewinding are not nearly 
what they were some years ago. Thanks be, 



Projectionists 

and 

Projection 

Room, 

Fields Corner 

Theatre, 

Dorchester, 

Mass. 



that is true, but they nevertheless are not as 
yet by any man of means entirely eliminated. 

Gentlemen, it is surprising that at this late 
day that such abuses persist. We rather ex- 
pected them 10 years ago, because men then 
were, for the most part, merely machine op- 
erators who held relatively slight interest in 
anything other than that — and pay day. To- 
day, however, we expect, and feel we have the 
right to expect, better things, because the men 
in the theatre projection rooms, taken as a 
whole, are something like 600 per cent better 
in every waj' than they were 10 years ago. 
They have advanced in knowledge, in self 
respect and in respect for their profession. 
They no longer, except for some relatively 
few isolated cases, may be justly considered 
as machine operators, but rather as Motion 
Picture Projectionists, which means a very 
great deal more. 

However, in this particular thing (rewind- 
ing), error for some reason persists. Years 



ARNOLD ELECTRIC SIGNS 

DRAW THE CROWDS! 

Arnold Electric 
Signs are individually 
designed to fulfill any 
theatre building con- 
dition or require- 
ments. Furnished in 
any combination of 
colors . . . inter- 
changeable raised 
glass letters . . . 
marquise and special 
effects. 

Arnold signs are 
giving complete satis- 
faction on theatres 
all over the United 
States. 

Superior GALVA- 
ANNEALED iron, 
stretcher leveled, with 
corrugated faces, 
gives Arnold signs 
unusual strength, 
beauty, and endur- 
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Weather and rust immunity comes from specially treated iron, coated with genuine DUPONT DUCO 
finish! This finish will not scale or become discolored by weather. 

Wiring and construction is approved by the National Board of Underwriters. Every Arnold sign 
carries an Underwriters inspection label. Heavy angle iron construction gives strength and durability. 

Arnold signs are designed by staff designers who will be glad to prepare sketches in color without 
charge or obligation to responsible theatre owners or managers who are interested. Write on your 
own letterhead so that your request will receive immediate attention. 

Write for Complete Injormation and Estimates 

ARNOLD ELECTRIC SIGNS, INC. 

KOKOMO - - - INDIANA 




ago I told you, told you and told you, and I 
now, with all the emphasis of which I am 
capable, again tell you, that REWINDING 
FILM AT HIGH SPEED IS BAD PRAC- 
TICE AND IS IN EFFECT NOTHING 
LESS THAN AN OUTRAGE UPON THE 
FILMS ENTRUSTED TO YOUR CARE. 
This is especially true if, as is often the case 
even in exchange inspection rooms, the ele- 
ments of the rewinder are out of line with 
each other ; if the reel sides are not perfectly 
true, or if both faults exist. 

Rapid rewinding, with its attendant abuses, 
is bad enough with ordinary film, but now that 
film carrying a sound band in addition to the 
picture record, it just plain won't do. With 
ordinary film the things I have suggested as 
rewinding faults served to scratch the photo- 
graphic record and did other and even more 
serious damage in the form of injury to or 
destruction of the sprocket hole track. This 
was bad enough, surely. It has cost the in- 
dustry', in the aggregate, millions upon mil- 
lions of dollars in direct loss through de- 
struction of or a too rapid deterioration of 
the film itself, and through injury to the 
screen image through resultant "rain" and 
other faults set up by mechanical damage to 
the films. 

* * * 

With film which carries the sound record 
adjacent to one of its edges, which same will 
be seriously injured and probably ruined by 
scratches, I leave you to your own judgment 
as to the probabilities if film be rewound at 
high speed. Let us examine the matter for a 
moment. 

Rewinding at slow speed — say five to six 
minutes to the 1,000 feet — using reels with 
true sides, with sufficient braking pressure 
against the tail reel to insure snug winding 
of the film, we have but to place the reel on 
the rewinder, start the motor and go about 
our business. An automatic stop for the 
motor may be easily arranged in any one of a 
dozen ways. The rewdnder then will finish 
its task and stop long before the next reel has 
been projected. In fact there is no real rea- 
son why rewinding speed should exceed eight 
or nine minutes to the 1,000 feet. When the 
next reel is ready for rewinding, we merely 
remove the one already rewound and repeat 
the process. 

What about inspection, you ask? 

-Assuming that the film is in good condition 
when received, or that it has been carefully 
examined WITH A HAND REWINDER, 
there is no earthly reason that I know of for 
inspecting it every time it is used. Inspec- 
tion should ALWAYS be done with a hand 
rewinder, and in hand rewinding the rewinder 
must NEVEk be STOPPED SUDDENLY 
by applying heavy braking pressure to the tail 
reel. That is one of the most prolific sources 
of film abuse. The projectionist rewinds rap- 
idly (1,000 feet to the minute or minute and 
a half is not at all uncommon). He sees 
some fault and stops the process suddenly by 
means of heavy pressure applied to the tail 
reel, and THE LAYERS OF FILM ON 
BOTH REELS ALL SLIP ON EACH 
OTHER UNDER PRESSURE. 
^ ^ ^ 

Oh boy! What a nice mess of minute 
scratches that produces, to fill with dirt later 
and appear upon the screen in the form of 
"rain." Never, NEVER, N-E-V-E-R stop a 
rewinder suddenly, except you apply equal 
braking pressure on BOTH reels. 

And now as to rewinder elements out of 
line, crooked reels et cetera. As soon as 
YOU read this, brother, place two empty reels 
upon your rewinder. Stretch a strip of film 
clear through across their hubs and have an 
assistant rotate both reels slowly. If the reels 
are true and their edges do not touch the film 
at all, then the rewinder elements are in per- 
fect line, and those two reels, at least, are true. 
If this condition does not exist, then it is up 
to YOU to get busy and remedy the fault. If 
you have an enclosed rewinder with the ele- 
ments (head and tail piece) attached to a 
metal base, then the alignment should be per- 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



23 



**Not once in a thousand years 




DOWN TOWN CHICAGO 
SALES OFFICES 

Suite 323—155 N. Clark St. 

Phone Sinte 7966 



New York City 
1457 Broadway 

Phone Wisconsin 4843 



does a switchboard meet this 

hut when it does! 



"Bombs won't stop a Hub." When the unfortunate explo- 
sion at the State Theatre in Hammond, Ind., occurred it was 
fortunate that the sturdy construction of the stage switch- 
board, a Hub of course, withstood the shock without serious Toledo, Ohio 
injury. It was in full operating condition right after the 1220 Madison Ave. 
accident. '''•°"' ^'''""* •'"" 



When you choose a theatre switchboard think of the Hub 
first. Estimates and details upon request. 

HUB ELECTRIC CO. 

Factory and General Offices 

2219-25 W. Grand Ave., Chicago 

Phone Seeley 6440-1-2 



Milwuiikff. Wise. 
123 Second St. 

Phono Grand I5SS 



24 



BETTER THEATRES SECTION OF 



April 14. 1928 



JHEATKOiU 




Send for 
J.I^LANCY,iN 



Catalogue 
Syracuse N.Y 



Announcing 

GRIFFIN 

Film Cement 

A new Film Cement for Studios, Motion 
Picture Theatres and Film Exchanges. 
Patches made with this cement will not 
dry out, buckle up or pull apart. Write 
for descriptive circular and special in- 
troductory price. 

Manufactured by 

F. B. GRIFFIN 

Oshkosh. Wis. 



^lay a Complete Symphony 
'^^ with one finger ! 




The 

ssmrn 

O'ihitihRoII 
Reproducitiq 
PipenOrqan 



TWO HOUR-ROLLS ~ Con- 
tinuous music. No interruptions 
for rewind. cAll hut huvrian in 
performance and attraction. 



Y USING the special 

remote control device you 

can regulate the type of music 

for your entire program. The 

new SEEBURG TWIN-ROLL 

Reproducing Pipe-Organ will 

save your time, eliminate many 

unnecessary steps and provide 

even more perfect musical 

interpretation than any 

reproducing instrument 

you have ever heard. 




MAIL THE COUPON TODAY 

J. p. Secburg Co., 

1510 Dayton St., Chicago, 111. 

Gentlemen: I am interested in the SEEBURG TWIN ROLL Reproducing Pipe 
Organ. Without obligating me kindly send booklet, "The Soul of the Film." My house 
seats people, I now have a Instrument. 

NAME _ 

THEATRE 

CITY STATE 



feet, bu: just the same it won't take long to 
test it, and you should do it. 

Once your rewinder elements are in line, 
FASTEN THEM PERMANENTLY IN 
PLACE. Don't depend upon a screw tight- 
ened clamp. Every rewinder should be made 
with an aligning metallic base, to which the 
elements must be attached by means of closely 
fitting bolts, or by bolts and aligning dowel 
pins. 

Having your rewinder in alignment, and 
equipped with reels with sides which are true, 
arrange to apply automatic braking pressure 
to the tail reel sufficient to insure tight re- 
winding of the film. THIS IS MOST ES- 
SENTIAL TO THE PREVENTION OF 
SLIPPAGE AND CONSEQUENT 
SCRATCHING. 

Having attended to the alignment and reels, 
the next step is of even greater importance; 
also it will not be at all popular with you, 
until you get used to it. Habit is strong and 
you have probably been used to rewinding at 
from considerably to a whole lot more than 
1,000 feet of film in five or six minutes. 
GEAR THE MOTOR DRIVEN RE- 
WINDER DOWN UNTIL IT CANNOT 
BE MADE TO REWIND AT GREATER 
SPEED THAN FIVE MINUTES TO 1,000 
FEET OF FILM. 

DON'T stand there and watch the motor 
work. It is unnecessary. If there is a repair 
to make, or if the film needs inspection, do it 
on the hand rewinder. If not, then g'wan 
about j'our business and let the motor do it. 
Thus you soon will not mind the slew re- 
winding at all, and probably will be wonder- 
ing why in H. S. M. D. you didn't do it that 
way years ago. 



Picture Size, 

Viewing Distance 

and Screen Illumination 

I believe, gentlemen, I at last have a practical 
contribution to make to a knotty problem which 
has been puzzling myself, and I think every 
one else connected with projection for many 
years. I refer to the matter of standardiza- 
tion of screen illumination in theatres in which 
conditions vary widely. 

My present idea is to tie together as one 
standard, the matter of screen illumination and 
picture size, insofar as refers to a screen sur- 
face of wide diffusion characteristics. The 
same thing may be done with other types of 
screen surface, but since almost invariably 
great depth of auditorium exists only in thea- 
tres where considerable width exists, hence 
high diffusion characteristics in the screen sur- 
face is imperative, it seems sufficient to con- 
sider only that type of surface at this time. 
I have examined what I shall propose closely 
and am unable to see where it is lacking in 
value, though just how far it might be carried 
would depend upon what carefully made ex- 
periments might disclose. 

In any event I recommend the plan to the 
Standards and Nomenclature Committee of 
the Society of Motion Picture Engineers for 
consideration. What I have in mind is as 
follows : 

First, in order to establish any standard 
which has to do with the viewing of the pic- 
ture by an audience, we first must establish 
standards for — 

(a) Theatre auditorium illumination as 
measured in foot candles at some certain level. 

(b) A standard of contrast between the 
border surrounding the picture and some 
standard of contrasting value of objects imme- 
diately surrounding the screen. 

(c) The elimination of glare spots and 

(d) The prevention of light from sources 
other than the projection lens striking the 
screen, so far as is possible. 

All these various things have to do with 
the viewing of the picture by the audience, 
and each may serve to very seriously 

(a) Detract from the beauty of what the 
audience sees upon the screen or 

(b) Set up a more or less serious element 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE \X ORLD 



zo 




A good reputation gets around 




FOR over 30 years Cutler-Hammer has built better 
dimmers — dimmers which control theater lights 
smoothly as nightfall — dimmers which give year 
after year of trouble-free service. 

This superior quality, performance, and economy 
of operation explains why leading showmen, Marks 
Bros., Chicago, for example, bring out the archi- 
tectural beauty of their houses and give the finishing 
touch to their presentations with C-H Equipment. 

Ask your architect or electrician how easily this 
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Control jor the Modern Theater". 

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Pioneer hluntifacturers of Electric Control A/>/)aititi<s 

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26 



BETTER THEATRES SECTION OF 



April 14, 1928 



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of eye strain for the audience. 

Standards designed to apply to screen and 
auditorium illumination and to govern glare 
spots have been suggested by the Eastman 
Kodak Company engineering staff. They have 
not, however, been pushed to the extent which 
has secured their adoption in any other than 
perhaps a very few of our theatres ; also such 
standards, so far as I am aware, has not 
taken into consideration the plan which I 
shall propose. Whether or no the standards 
proposed by the Eastman engineer^ have been 
officially adopted by the Society of Motion 
Picture Engineers or I do not remember. 
At any rate the lack of any general adoption of 
them into practice has rendered the work 
of the Eastman engineers, worthy as it was, 
of slight practical value. Quite possibly my 
own offering may meet with like fate. That 
is in the laps of the gods. 

Assuming that the standards proposed by 
Eastman engineers governing auditorium illu- 
mination, glare spots and screen surroundings 
and border contrast value, to be in force in 
some theatre we may select in which to carry 
out the experiments I shall suggest, we will 
proceed as follows : First we will select two 
duplicate reels of film, of about average den- 
sity and untinted. One reel will do, but a 
duplicate will simplify the work. 

We will thread one reel into each projector, 
the same being equipped with Peerless re- 
flector arc lamps or their equivalent, so ar- 
ranged that the amperage may be stepped up 
from minimum, which we will assume to be 
12 amperes to the maximum, which we will 
set at 25, though many use 30. That is too 
much current for such lamps, however. They 
do not work efficiently above 25. The various 
steps of increase in amperage we will set at 
12, 15, 18, 21 and 25. For the first two runs 
we will install carbons suitable for 10 amperes 
in projector No. 1 and carbons suitable for 
15 amperes in No. 2. We now have the pro- 
jectors ready for business. 

For our experiments we must have a screen 
surface which is new and fresh, and vdth 
diffusion characteristics suited to a wide 
theatre. Its color must be white. In size it 
must be as large as it is considered permissible 
to use in any theatre having a maximum 
viewing distance of 150 feet. Incidentally the 
theatre selected for the experiments must have 
at least that viewing distance. 

Our first experiment will be based upon a 
50 foot maximum viewing distance, therefore 
we must select the size picture considered best 
in an auditorium in which the rear seats are 
50 feet from the screen. I personally believe 
a 10-foot-wide picture to be correct for this, 
but inasmuch as this is smaller than would 
be selected by most managers of theatres, we 
will start with 12 feet and, using approved 
cloth of approved color, drape the large screen 
surface until it is reduced to 12 feet wide 
by nine high if there be no projection angle. 

The next step is to fill one row of seats 
located 50 feet from the screen with people 
selected at random, except that no one with 
admittedly abnormal vision be used. Each 
of these persons we will supply with a pad 
and pencil, caution them to not talk to their 
neighbors at all, and at the end of each pro- 
jection to write down their impression as to 
the sufficiency of screen illumination, and how 
it compares with the other projections in the 
matter of satisfactory viewing. We are now 
ready to proceed. 

Having thus arranged all necessary details, 
we proceed to install carbons in projector No. 
1 suited exactly for use with 12 amperes cur- 
rent, and in projector No. 2 carbons suited 
exactly to be used with 15 amperes of current, 
burning full normal craters on both. We 
then proceed to project the first 250 feet of 
film, stop and collect the first comments, each 
marked No. 1. That last is important to 
avoid possible confusion. 

Next we project the second 250 feet of film 
with projector No. 2, and again pause and 
collect the comments, each marked No. 2. 
We thus proceed to make the 18, 21 and 25 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



27 



ampere test, changing carbon sizes each time 
and being sure full, normal craters are burned 
in before making each test. It is of course 
presumed that the projector optical systems 
are identical and its lineup in every way the 
same. If there is any doubt, then all the tests 
may be made with one projector, burning in 
the craters with the other to economize in 
time. 

When this has been completed, it should 
not be difficult to determine from an analysis 
of the various slips which screen illumination 
density gave the most satisfactory results, and 
we will adopt as standard that illumination 
and that picture size for theatres in which the 
maximum viewing distance is 50 feet. 

IMPORTANT: I don't believe I have noted 
the fact that after each test the illumination 
is to be carefully measured and recorded. 
By this I mean the screen brightens the light 
which reaches the eyes of the audience. 

The standard is thus fixed for 50 feet, and 
we may assume that the illumination com- 
fortable to eyes 50 feet from the screen will 
also be at least not uncomfortable to the eyes 
of those located closer. 

The objection may be raised (many objec- 
tions can be raised to almost any plan pro- 
posed, I believe) that as the screen surface 
gets older the illumination values will, insofar 
as has to do with the audience, change. That 
is true and cannot possibly be wholly avoided, 
but if exhibitors will, when a new screen is 
installed, secure a piece of said surface, say 
a foot or two square, wrap it in black cloth 
and lay it in a dark, dry place, they may 
check up on depreciation in reflection power 
quite accurately by hanging the sample on the 
screen surface when they suspect the latter has 
dropped off in reflection value. If both look 
the same the surface still is all right. If the 
sample looks brighter, then the surface of the 
screen should be immediately renewed. 

Our next operation embodies my main idea, 
which is to tie screen illumination, or perhaps 
I might more correctly say screen brightness 
together with picture size. 

We will now move our audience back to a 
row of seats 70 feet from the screen, and, 
using several projection lenses and adjusting 
the projector optical system as a whole to fit 
the condition set up by the various lenses, 
MAINTAIN THE SAME REFLECTION 
INTENSITY BY INCREASING THE 
LIGHT SOURCE POWER, while we grad- 
ually increase the picture size until our audi- 
ence says the view at 70 feet is essentially the 
same in comfortableness to the eyes that it 
was at SO feet. 

* rif * 

Get that clearly, gentlemen. My plan is to 
maintain the same screen brightness as long 
as we can, while we gain increased visibility 
by picture enlargement. The plan has the ad- 
vantage that the picture brightness is not 
increased to those down front, while the 
visibility is maintained to those at greater 
distance. 

It is true the angle of vision will be in- 
creased, but up to 100 to 120 feet I do not 
believe the plan will call for a greater in- 
crease in picture width than 18 feet, and that 
does not set up a seriously objectionable vision 
angle, except in a relative few theatres where 
the front rows are altogether too close to the 
screen. 

Our experiments are to be continued 
through the steps indicated, up to 150 feet, and 
the reflection density only raised after picture 
increase sets up seriously objectionable condi- 
tions down front, or we have reached the 
limit in increase, hence must resort to higher 
screen illumination. 

There, that is rather crudcl\' put, but you 
will, however, I think understand my mean- 
ing. I would appreciate comments on the 
plan by projectionists. 

LATER: Sent copy of foregoing to Lloyd 
A. Jones, chairman of the Standards and 
Nomenclature Committee of the Society of 
Motion Picture Engineers, than whom there 



S. M. P. E. 
Transactions 

The Society of Motion Pictures lias in- 
creased the price of its transactions, ef- 
fective with the Transaction of the 1928 
spring meeting, from SI 25 to $2.50 per 
copy. 

This may seem quite a boost, but it 
was felt the raise was fully justified. The 
fact of the matter is that the price has 
been much too low in the past. The 
Transactions contain extremely valuable 
matter. Their sales is necessarily a limr 
ited one, and no good reason could be 
advanced why they should be furnished 
practically at cost to non-members. 
Members, of course, are supplied free of 
all cost. 

Also ussociale members were register- 
ing a protest, because unless they at- 
tended meetings the only benefit they 
received, aside from the satisfaction af- 
forded by being a member, was the 
Transactions they received. They did 
not see just why they should pay SIO a 
year for the membership, when they 
could get the Transactions for so small 
a sum. 

Well, anyhow, the price is $2.50, and as 
a member of the board of governors, I 
voted for the increase. The Transac- 
tions are well worth the advanced price. 
We pay for other things according to 
their value. Why not these books? The 
following Transactions are available to 
any who want them. Address L. C. Por- 
ter, secretary, Fifth and Sussex streets, 
Harrison, N. J., enclosing the price. 
Transactions Nos. 2 to 8 at 25 cents each. 
Transactions Nos. 10 to 15 at $1.00 each. 
Transactions Nos. 16 to 18 at $2.00 each. 
Transactions Nos. 19 to 30 at $1.25 each. 



is, in my opinion, no more able engineer in 
the entire industry. Here is his reaction to 
what I have written : 

Dear Mr. Richardson: I have read very carefully 
the manuscript copy which you sent me a few days 
ago, "Picture Size, Viewing Distance, and Screen 
Illumination." There is little doubt that the data 
collected according to the series of experiments which 
you suggest would be of considerable interest and 
value. I do not believe, however, that the results 
will be sufficiently comprehensive to serve as a means 
of standardizing screen brightness in general. I still 
believe that if such standardization is achieved it 
will have to be based on more fundamental data re- 
lating to the visual response (adaptation acuity, etc.) 
of the human eye when subjected to a complex stimu- 
lation. In spite of this opinion, I think the work 
suggested by you is well worth doing and I sincerely 
hope that you can go ahead with it and have it car- 
ried out under carefully controlled conditions. 

On the last page of your manuscript you state that 
at the increased viewing distance you propose to in- 
crease the size of picture until the audience is 
satisfied. It seems to me that this particular metboJ 
of procedure is unnecessary. I suggest that as the 
audience is moved back, that is as the viewing dis- 
tance is increased, the size of picture be increased 
so as to maintain a constant visual angle, and with 
this controlled visual angle that determinations be- 
made of the screen brightness which is most satis- 
factory. However, it seems to me to be of more 
direct practical interest to use a fixed size of picture 
and to determine the screen brightness most satis- 
factory at various viewing distances. 



Grand Rapids 
Projectionist Progressive 

Word comes from Motion Picture Projec- 
tionists' Local Union No. 291, I. A. T. S. E. 
& M. P. M. O, of the U. S. & C, that the 
union is about to take up, through its educa- 
tional committee, educational and publicity 
work. 

That is good. The request is coupled with 
request for certain educational matter, which 
request has of course been complied with. 
Both educational work and publicity, if well 
directed, are of large value, though the latter 
has in the past been almost entirely neglectecE- 

Will locals please advise me as to just why 



You 
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And, because of that, many of 
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1 

vS 







28 



BETTER THEATRES SECTION OF 



April U, 1928 



they cannot themselves secure publicity for the 
importance of their work by interesting local 
newspaper editors in it. As a general propo- 
sition local papers will welcome almost any- 
thing having real interest to their readers, 
particularly if it may be secured without cost 
to them. If it contains local interest through 
local application — well, they will come pretty 
nearly eating it alive, or I don't know the 
editors of local papers. 

Why not test the matter out by supplying 
your local editors wath a tirief snappy account 
of just what a motion picture really is, and 
the part the projectionist plays in it. Here is 
such an item, which you may copy and hand 
to friend editor through a carefully chosen 
committee. The said committee should ex- 
plain that if the public be made aware of some 
things concerning projection there won't be 
so many projection faults to mar local shows. 
Here is a starter: 



How many of our readers really know that they 
have never in all their lives seen a real moving 
picture, except when they actually move a picture 
from one place to another. How many know that 
what they call the "motion or moving picture" is not 
really a motion picture at all, but merely the illusion 
of motion. 

What really happens is this: On a strip of film 
one to two thousand feet in length are printed what 
is nothing more nor less than snapshot photographs, 
taken by highly skilled men through very fine, highly 
corrected lenses. There are 16 of these pictures to 
each linear foot of film. They are what we may call 
transparencies, meaning that the light from a powerful 
light source can and does pass through them, and by 
reason of that fact they are made to appear upon 
the screen. 

The projectionists in our various theatres thread 
these films into a motion picture projector, which is 
an imposing mechanism so designed that the film is 
pulled down over a small opening called an "aperture," 
and stopped stationary while a rotating shutter opens 
the lens and the light passes through, carrying with 
it the picture to the screen. This action takes place 
at the rate of almost 20 times per second. Each time 
while the film is being pulled down, an opaque shutter 
comes before the lens, shutting off all light from the 
screen while the movement takes place and one 
photograph is substituted for another, so that what 
you actually see is succeeding snapshot photographs 



THE 

REPRODUCO 

PIPE 

ORGAN 



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Smith, Des Moines, la. 
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Cornell Square, Chicago, 111 
Dorbrandt, Jacksonville, Tex. 
Norwood, Birmingham, Ala. 



FROM THE VIEW POINT OF AN 
OLD SHOWMAN 

Hollis, Okla. 

I wish to say 1 have been in show business for the past 
20 years and this Reproduce is one of the Grandest organs 
1 ever owned or heard. My people go v^rild over it, and 
it has increased my business over 35 per cent. If I couldn't 
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displayed before your eyes as separate, distinct units, 
but with such rapidity that they actually are blended 
together, and you thus have the illusion of motion. 

There, don't you think that would interest 
the readers of local papers? Well, if several 
locals want it badly enough to ask for it I will 
for a time supply one short article each month, 
so that you may in turn supply your local 
editors with one a month, supplemented per- 
haps by such matter as you may be able to 
give him between times. If you want the 
articles advise me. 



How Things 
Do Change 



It was almost in the nature of a shock to 
receive the following letter: 

I acknowledge with thanks receipt of your re- 
cent letter, in which was contained your address 
as delivered to the sales staff of the National The- 
atre Supply Company in Chicago. 

The address has been referred by the writer to 
the Kansas City Projectionists Educational Society, 
as matters of this sort come properly within its 
jurisdiction. However, a speaker has been selected 
and same will be read to the organization at one of 
the meetings in tlie near future. Thanking you for 
same, with very best wishes I am 

R. Ransdell, Secretary, 
L. V. 170, I. A. T. S. E. and M. P. M. O. 

• • * 

Why the shock, you ask? Well, this let- 
ter comes from a man who is, unless I can- 
not read the signs, a progressive union offi- 
cial and, again, unless I cannot read the 
signs, who represents a progressive local 
union. Yet up to now I had regarded 
Kansas City as one of the most utterly un- 
progressive cities, insofar as concerned pro- 
jection, in all the wide, broad land. I had, 
in the old days, an abundance of evidence 
of it too. 

I don't quite know what has happened, 
but praise be it has happened, so we'll just 
forget the old days and offer sincere, hon- 
est congratulations to local 170, together 
with the offer of any sort of cooperation 
and help she may wish which we may be 
able to give. And that is no idle bouquet 
of words either, mark you well. 

Enclosed was a circular letter being sent 
out by the Kansas City Projectionists Edu- 
cational Society, Inc., to equipment manu- 
facturers. The meetings of the Society are 
on the second Wednesday of each month. 
One paragraph of the letter reads: 

• • * 

The purpose and plan of this organization^ is to 
promote the intellectual and physical well-being of 
its members by providing and maintaining a place 
of common and frequent meeting for the friendly 
enterchange of ideas as a means for increasing the 
efficiency and usefulness of the membership, and 
the securing of a closer relationship between those 
working as motion picture projectionists. 

It is our purpose and expectation to e\entually 
secure the services of speakers of national promi- 
nence — men who are specialists in their particular 
line of activity. We have designated certain mem- 
bers of this organization to present the following 
subjects: "Projection Mechanics," "The Proper 
Technique of Presentation," "Projection Room Fire 
Prevention Apparatus," "New Equipment," "Optics," 
"Sound Reproducing Equipment," "Electricity and 
All Mathematics and Factors Pertaining Thereto." 

Certainly an ambitious program and a 
difficult one too. May I suggest that before 
fire prevention is taken up, the secretary 
write the Department of Labor and Indus- 
try, asking for all available data on the 
Pennsylvania law concerning port shutter 
suspension and fusing. If I am able to get 
time, and the organization wants it, I will 
myself prepare and send to you an address 
on the subject of Projection Room Fires 
and Safety to Audiences. If you want this 
advise me and quote the above proposed 
title. 



Youth Sues Theatre 

(Special to Exhibitors Herald and 
Moving Picture World) 

BAKERSFIELD, CAL., April 10.— William 
Carroll, a youth, has brought suit against the 
management of the McFarland theatre, in the 
oil town of McFarland, for damages in the 
sum of $6,000. He charges that he was in- 
jured when ejected from the house. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



29 




At left — Design 
of the side walls 
at the ■^roscem- 
um arch, a jioint 
in the interior 
architecture dis- 
tinguished for 
the purity of 
motif and there- 
fore a notable 
examjile of re- 
sourceful adap- 
tation. 



At right — Detail 
of the relief, dec- 
oration border- 
ing the ivalls at 
the ceiling and 
surmounting the 
arches. Albert 
Horter, the not- 
ed mural artist, 
designed this 
brilliant figure 
scheme. 




Below — Architect's sketch of the auditorium, which, seating nearly 3,000, is the largest in Los Angeles. 




Warners Joins Film Capitals Theatre Family 

Warners theatre in Los Angeles, newest of Warner Brothers houses, is the architectural 
achievement of G. Albert Lanshurgh. The motif is Spanish. 



'30 



BETTER THEATRES SECTION OF 



April 14, 1928 





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When a million dollar theatre 
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It will open your eyes to ways and 
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books — 2.nd get your money in advance! 

Ask us to quote on ALL your ticket 
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Ask for the booklet. It is free 

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What Kind of a 
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-Frank Meyer 1 




being a 

A regu- 

introduce 
of 



IT had its beginning about 16 years ago. 
Frank Meyer at that time was man- 
ager of the New York branch of the 
Aitken brothers, who operated the Western 
Film Exchange, later becoming the Mutual. 
Morris Kohn, Adolph Zukor's brother-in- 
law, conducted a theatre in 14th street, New 
York. ■ Zukor and Al Kaufman had another 
near by. 

Kohn liked Meyer. Meyer gave better 
service than Kohn was used to getting from 
most distributors. 

Meyer was ahead of his time. 

And Aleyer struck Kohn as 
mighty resourceful business man. 
lar fellow, too! 

So Kohn made it a point to 
Meyer to his brother-in-law. 

Today Adolph Zukor is president 
Paramount Famous Lasky. 

Meyer is the newly appointed purchasing 
agent of that company and of its affiliated 
theatre circuit, Publix. 

It has been said that Meyer was ahead 
of his time. He was — and how! 

His career in the motion picture industry 
began in 1908 — with Cameraphone, a talk- 
ing-picture device! 

It's just as well, perhaps, not to dwell on 
the talking-pictures of 1908. They had their 
imperfections. They were new — as even 
motion pictures were new. 

Motion pictures, however, would hare to 
go on a long time before they could speak 
intelligibly — and intelligently. Meyer soon 
left Cameraphone for the Aitken brothers 
in St. Louis, where he was appointed as- 
sistant manager and booker. In 1911 came 
the transfer to New York, to open an ex- 
change there. 

And that brings Zukor back into the tale. 

Zukor, who had entered the distributing 
field with a picture called "Queen Eliza- 
beth," was unable to dispose of the state 
rights in Illinois and Wisconsin. He called 
on Meyer, who opened an office in Chicago, 
selling directly to exhibitors. 

Famous Players was formed. Meyer be- 
came technical expert. In 1920 he designed 
the Astoria studio and became its superin- 
tendent. He then was already assistant 
secretary. And now he is purchasing agent 
of Paramount — plus Publix. 





brings 

Big Time Music 
to any theatre 



You can never appreciate the great achievement of Orchestraphone until the opening 
measures of the first number reach your own ears. 

There will be an overture by a world famous symphony — rich with its original tone and 
power — full — resonant. There is no harshness — no metallic roar. Instrumentation is as per- 
fect as though that great orchestra were actually there upon the stage. 

The entire gamut of musical reproduction will be run for you. The 
huge pipe organ, perfect in tone and volume from the shrill treble of its 
narrowest pipe to the vibrant roll of its deepest bass note. A famous jazz 
band — an internationally famous soprano. And as you listen, somehow 
you will recall the time a radio first brought you a few words from across 
the space of a continent. 

You will remember your first ride in an automobile and the day you 
watched your first airplane take off — for Orchestraphone is another just 
such breath-taking step into tomorrow. 

With the Orchestraphone, anyone can "play the picture" as would 
an organist or orchestra leader. Instant change of score can be made — 
from crashing crescendo accompaniments to gentle, soul-stirring melodies. 
A touch of the button smoothly effects the "fade out" from one selection 
to the other. But why not know for yourself what Orchestraphone can do? 




This book is free. It tells all 
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National Service comprises 
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Ill 

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Wornout Projectors 

and 

Defective Parts 

Are Costing Exhibitors 

Millions of Dollars 

Every Year 
In Loss of Patronage 
and Injury to Prints 

F. H. Richardson 



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HEN your patrons realize that 
your house contains a Kilgen 
Organ, they appreciate at once 
that you offer real and outstand- 
ing music. It might surprise you, 
perhaps, to know how many 
people attend a Theatre "mainly 
for the Music". But the number 
is large, and growing. Ameri- 
cans are distinctly music-lovers. 



Everyone loves the deep, re- 
sounding tones and rich dramatic 
feeling which pour from the 
pipes of a fine Organ. Musical 
tastes, today, are far more critical 
than they were. Mere noise no 
longer satisfies. Real music is ex- 
pected. Kilgen Organs furnish it, 
as your patrons know, and as the 
Kilgen reputation guarantees. 



GEO. KILGEN & SON, Inc. < r 4020 N. UNION BLVD., ST. LOUIS, U.S.A. 

National Theatre Supply Co., Distributors 



vi r? 



\T r\ 



r\ V 



^ u 



r ^wT T 



r^ T> 



oAn Amazing 




^i&l« 



r>-fi^rSt€reo^ 




Brenkert "F-6" Reflector Arc for 

Dissolving Slide Projection 

Reduces Operating Costs 50% 

Produces Better Effects 




Why use make-shifts and 
mediocre equipment when 
the best costs the least? 




Get The Brenkert 
Illustrated Catalog 

A book every theatre 
should have — a complete 
catalog of latest effect- 
lighting devices. 



The Brenkert F-6 dissolving slide projector is today the out- 
standing value in the motion picture field. No other single piece 
of projection equipment offers so much and costs so little as does 
this latest Brenkert creation. 

It combines the lowest possible operating costs and the lowest 
first cost, with projection results which are far superior to those 
obtained with any other dissolving slide projector now on the 
market. 

Instead of two large cumbersome, hand-operated arcs, you now 
are offered a single low-amperage, automatically fed, arc which 
can be operated from small and large generators alike. In place 
of yellow, poorly defined screen pictures, you now have brilliant, 
snow-white, slide projection sharply defined from edge to edge. 
This, and many other features combine to raise the quality of slide 
projection to a level never before attained. 

You simply cannot go wrong in choosing the Brenkert F-6 
because, in addition to the above assurances of complete satisfaction 
at a most reasonable price, you have the usual Brenkert guarantee 
which stipulates that every Brenkert projector is a product of the 
highest quality. If found not to be so, it is returnable. 

And remember, the Brenkert F-6 will pay for itself in the first 
year's operation. Invest now, and let this machine be a present 
to yourself one year from today. 

BRENKERT LIGHT PROJECTION COMPANY 

St. Aubin. at East Grand Boulevard, Detroit, Mich. 

mm 



±1'/. 



A/.^V^ 



/'7m\^\ 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



31 



Mirror Room Unique 
Capitol Feature 

(^Continued from page 13) 

was done by E. L. Mansure Company, of 
Chicago. 

This beautiful theatre, operating under 
the banner of Midwesco, was made possi- 
ble through six men, namely, Thomas and 
J. E. Saxe, of Milwaukee; Oscar Brach- 
man, Mil\yaukee real estate operator; Wal- 
ter Schroeder, head of the Schroeder ho- 
tels; A. O. Paunack, president of the Com- 
mercial National Bank at Madison; and 
Solomon Levitan, Madison, treasurer of the 
State of Wisconsin. All these men at- 
tended the formal opening of the theatre, 
besides Governor F. R. Zimmerman, Mayor 
A. G. Schmedeman and Dean Scott H. 
Goodnight of the University of Wisconsin. 
Thus it was that the theatre saw on its 
opening nieht a number of hin^hly esteemed 
men in the world of education and finance 
enter its portals. 

As for the staff of this million dollar 
Madison house, A. P. Desormeaux, for- 
merly the manager of the circuit's Strand 
theatre at Madison, is the manager of this 
new house. Vernon Bestor is the musical 
director at the theatre and directs the Play- 
boys in the stageband presentation a la 
Paul Ash. Mac C. Bridwell, who has been 
playing in Madison for the past 18 months, 
presides at the Barton organ. M. A. Par- 
frey is personnel director and Ted Koehler 
is production manager. 



Typhoons Will Ventilate 
Houston Convention Hall 

Typhoons have been selected to ventilate 
the big new auditorium being erected :in 
Houston, Tex., for the 1928 Democratic 
national convention. Enorrnous in size, this 
hall requires enormous air volumes to ven- 
tilate it. 

There will be erected on the roof four 
Typhoon multiblade blowers, each 12 feet 
in diameter, and four each 8. feet in diam- 
eter. Their combined air delivery will be 
in the neighborhood of 45,000,000 cubic feet 
per hour — sufficient to provide a complete 
air change every 15 minutes in over sixty 
1,000-seat theatres. These Typhoons are 
easily reversible, making it possible to ex- 
haust air during the hotter periods of the 
day and blow in fresh air during the cooler 
evenings and nights. 



Intermittent Sprocket 
Device Invented by Finkel 

Projection Improvement Company of 
Drifton, Pa., has been organized by Morris 
Finkel and William Waskevich to market 
an intermittent sprocket and pin press in- 
vented by Finkel. The device will be man- 
ufactured for the company by the Acme 
Tool & Die Company of Syracuse, N. Y. 



G. A. Lincoln Resigns 
From Theatre Supply Co. 

Announcement has been made of the 
resignation of G. A. Lincoln as vice-presi- 
dent and a director of National Theatre 
Supply Company. The resignation was 
effective April 1. 



Large Theatre on Way 

(Special to Exhibitors Herald and 
Moving Picture World) 

WELLINGTON, N. Z.— April 10.— Con- 
tracts for the erection of the new Majestic 
theatre here have been let by Fuller & Hay- 
ward. The theatre will have a seating ca- 
pacity of 2,500 and will cost about $750,000. 
A cabaret on the main floor of the audi- 
torium will accommodate 500 guests. 




STEADY PROFIT 

Every month with a 
Cretors Popcorn Machine 

Attractive and Electrically Powered 

Read what Mr. Turner says: 
Mr. Turner of The Olmpia Theatre was very much 
surprised when he visited a theatre nearby to see many 
patrons eating popcorn and inquired of the Manege- 
inent regarding same; on information received he pur- 
chased a Cretors Eclipse Machine — Result $90.00 to 
$125.00 a week net profit. This extra profit is well 
worth while. May we send you catalogue and full in-- 
formation? No obligation — 

4-0 Popular Modelt 
THE CRETORS" WAY IS EASY TO PAY 

C. CRETORS & COMPANY 



EslnbUshed 1 ftSS 



^il2 VV. 22nd St. 



CHICAGO 



(J-he l^iviera'JIteatre 

Omaha, hieh. 

Uses 2 BRANDTS 




\ how man or Exhibitor I 



Anybody can open a theatre but it takes a real showman to keep it filled with 

satisfied patrons. The public demands service the showman sees that they get 

it. That's why showrmen almost invariably equip their box offices with the Brandt. 
It keeps the line moving quickly and smoothly. Any ticket seller can make change 
a thousand times in an hour by simply pressing only one key. No mental calcu- 
lations no mistakes the Brandt automatically makes the correct change and 

delivers it direct to the patron. 




THEATRE MODEL 



6^^^^ 



Cr CP__--^ With the Subiracli.ig /(ejboard 



Sold Direct 
not through dealers 

ise the 
Coupon 



Over 

40,000 

Users 




32 



BETTER THEATRES SECTION OF 



April 14, 1928 



Builds 
$2,000,000 Theatre 

and Selects 
PAGE DELUXE 
UNIT ORGAN 



4 



A SK anyone in Fort Wayne about W. C 
-ij^ Quimby and they will tell you he is a 
multi-millionaire ... a business man of 
sound judgment . . . and the owner of the 
new $2,000,000 Emboyd Theatre and 
Indiana Hotel. 

Mr. Quimby is the highest type of pro- 
gressive exhibitor. He has not only made a 
financial success, but also is a power for 
good in his community. 

As the owner of five motion picture the- 
atres in Fort Wayne, he has had many 
years' experience with all types and makes 
of pipe organs. That he has selected a Page 
DeLuxe Organ for his new theatre . . . 
one of the finest in the mid-western states 
... is a tribute to Page craftsmanship that 
words cannot measure. 




Again let us say 
how well." 



'Not how much, but 



Mr. W. C. Quimby, Pioneer Exhibitor 

Banker, Business Man of Fort Wayne, 

Indiana 



The Page Organ Co* 



523 N. Jackson Street 
Lima, Ohio 



PAGE Unit O 




April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



33 



AiL/IC IN THE THEATCC 



Shopping for a Theatre Organ 



O' 



^NE who is active in the affairs of the 
motion picture theatre field of today 
cannot help noting the wonderful strides 
that have been taken and are taking place re- 
garding pipe organ building and installation. 
Especially is this true of the larger deluxe 
type of theatres, but even in small houses, 
where a pipe organ was an unthought of lux- 
ury, you can hear excellent organ music. 

Every up-to-date exhibitor must have 
realized by this time, that the day of the tinny 
sounding piano is over, and that motion pic- 
ture audiences demand the best in music as 
well as film presentations. 

The old argument of orchestra versus organ 
seems rather one sided, for a good organ, 
properly installed can be used to so much 
more of an advantage than an orchestra, that 
it seems ridiculous to compare the two. Nat- 
urally, I am biased on that score, being a 
theatre organist myself. The standard of 
organ building and styles of organ playing 
today seem to be a fitting reason why organ 
music is preferable. 

^ ^ ^ 

The purchasing of a pipe organ for theatre 
use is; a task that the theatre owner should 
approach with much thought and premedita- 
tion. The first consideration is price but 
there are several other factors that seem just 
as important, namely the theatre's acoustics, 
and the proper placement of pipes and organ 
console are other items that must be carefully 
checked over. For the solution of these prob- 
lems, it is advisable to call in the assistance of 
the organ architects and organ builders. 

However, it is sometimes surprising to find 
out how little the average theatre owner or 
manager really knows about the organ and 
what it is made of and of its capabilities. 
There is no logic in an owner buying a thea- 
tre organ as he would his cigar, by name or 
laliel only. He should go into the organ's 
construction and the outlay of the installation 
thoroughly and would it not be of great as- 
sistance if he took it upon himself to become 
familiar with the various kinds of pipes, con- 
soles, relay boards and get a general idea of 
just what he is buying? By consulting a pro- 
fessional theatre organist he could soon learn 
what stops were most useful and versatile 
and what was unnecessary. 

There is the unfortunate case of the organ- 
ist who takes a position at an organ where 
there are many glaring inconveniences and 
construction deficiencies that cannot be rem- 
edied. Oftentimes, the public and the manager 
as well, will blame the fellow at the console 
for things that he is powerless against. Call- 
ing upon a competent and experienced theatre 
organist when buying an orgaa and getting 
some of his ideas would therefore help greatly 
in ridding the organ of any bad features. 

The organ most generally purchased for the 
medium sized theatre is a unit of seven sets of 
speaking pipes. Unit organs have proven more 
successful in theatres, both for their versa- 
tility as instruments for accomnaiiyintj' films 
and their flexibility for use in solo work. The 
se\en sets of pipes usually found iti the aver- 
age two manual unit theatre organ being: 1 — 
Diapason ; 2 — Tibia Clausa ; 3 — Flute ; 4 — 
Violin ; 5 — Violin Celeste ; 6 — Trumpet and 
7 — Vox Humana (or Human Voice). Then 
there is the outlay of solo percussions such as 
xylophone, glockenspeil, orchestra bells and 
harp, and the accompauimcntal percussions : 
snare and bass drum, cymbal, wood-block. 




By 
CLARK FIERS 

Comerford's West Side Theatre, 
Scranton, Pa. 

tambourine, castanets, tom-tom, triangle anrl 
last, the effects: bird call, train whistle, gong, 
siren, sleigh bells and so forth. 

Another essential part of a two manual unit 
organ is the second touch, especially on the 
first or lower manual, and if possible, this 
feature is desirable on the second manual and 
pedals. 

Unit organs are built with as few as five 
sets of pipes, but the added expense for two 
more sets of pipes would not be so great and 
the benefits therefrom would more than com- 
pensate their addition. An organ with a lack 
of the proper amount of pipes will prove in- 
capable of producing the sparkling contrasts 
and tone variations that make theatre organ 
so really popular. 

^ ^ :t: 

Perhaps the largest theatre unit organ that has 
been built to day is installed in the famous 
Roxy theatre in New York City, an organ 
of five manuals, with two auxiliary consoles 
of three manuals each ; these three manual 
consoles being devoted to wood-wind and 
brass sections. The three are on lifts and are 
played h\- three organists simultaneously. 
Other five manual organs can be heard at 
Marks Brothers Marbro Theatre in Chicago; 
Michigan theatre in Detroit ■ Rochester thea- 
tre in Rochester, N. V. 

A three manual unit organ should have at 
least 10 sets of pipes, namely the seven that I 
mentioned for the two manual with the addi- 
tion of a Kinura ; Clarinet and a choice of 
cither a solo violin or an oboe. Often a piano 
is an effective addition to a three manual 
organ, although another set of pipes would he 
more useful. 



Now for a brief explanation of the pipes 
and their general usefulness in theatre work: 



DIAPASON — the true organ tone, having a heavy 
church like quality and effective in building up com- 
binations. 

FLUTE — a beautiful soft pipe, imitating the orches- 
tral flute and used in a variety of ways. 

VIOLINS — Imitate the string section of an orches- 
tra and are good for solo or accompanimental work. 

TRUMPET — imitating the trumpet or brass section 
and used as they are used in orchestral work. 

VOX HUMANA — a soft reed pipe, supposed to 
imitate the human voice, delicate sounding and ex- 
tremely beautiful when voiced correctly. 

Tini.\ C'L.\USA — a heavy, sweet tone, sounding 
more like a feminine voice than the Vox humana, 
and when combined with the latter, it produces one 
of those "sure fire" combinations of which no one 
ever seems to tire. 

CLARINET — imitates the orchestral cliarinct and a 
useful as well as harmonious stop. 

KINURA — an oriental reed, with piercing, weird 
tone quality, an ideal stop for jazz playing, trick 
work and of course, oriental music. Seems indis- 
pensable after using it for any length of time. 

SOLO STRING — a heavier voiced violin, when 
combined with the other violin pipes, gives the im- 
pression of a whole string section of a symphony 
orchestra. 

OBOE — like a soft trumpet, and not without its 
uses. Good for oriental, jazz and general types of 
orchestral reproductions. 

On larger theatre organ installations, we 
have a few more stops added to the above list. 

POST HORN — a reed, on a very heavy wind pres- 
sure, giving forth the tone of a muted trombone, and 
this stop blasts through any other existing combina- 
tion. Useful in jazz and for "grand organ" effect. 

FRENCH HORN — another reed, soft and very 
beautiful as a solo stop. 

ENGLISH HORN — a reed, with a peculiar weird 
tone, imitating the instrument of the same name in 
an orcliestra. Found only on largest unit organs. 

KRUMET — like a kinura, only voiced much higher 
in pitch, a thin, piercing tone, that adapts itself par- 
ticularly in jazz combinations. 

QUINTADENA— a large scaled flute, with a trick 
voicing that makes it an odd sounding stop, useful 
for all general work. 

DULCIANA — a very soft stop, may be either a 
string or a diapason, and is desirable because of the 
lack of really soft voiced pipes on a theatre organ. 



There are, of course, endless varieties of 
stops, but the ones mentioned are conceded to 
be more fitted for theatre organ specification. 
The cost per rank of pipes has not been stand- 
ardized. 

The swell shades on an organ, or in other 
words, the shutters that are placed in front 
of the organ chambers, should be carefully 
graduated, so that the organist has complete 
control over them at all times. For, without 
proper swells, an organ can sound as near like 
a circus calliope or grind organ, which ever 
preferred ! Swell shade indicators on the 
console are certainly a boon to the organist 
too. Special attention should be paid to the 
tremulants or vibratos, and besides two gen- 
eral vibratos, there should be one for the vox 
humana and one for the tibia clausa. These 
can be regulated to the organist's individual 
taste. The tibia stop should be unified up to 
22/3' and 2' if you want it to prove really 
satisfactory. 

Mixtures are seldom found on unit organs, 
but are excellent additions if they can be ac- 
commodated, especially string mixtures. The 
xylophone should be equipped with adequate 
resonators, so that it is not too soft, and if 
piissible, it is a good plan to have both single 
and repeat stroke on both xylophone and or- 
chestra IxMls. 



34 



BETTER THEATRES SECTION OF 



April 14, 1928 




Why the Syncrovertor is a Better 
Method of Rectification 

The Liberty Syncrovertor is a synchronous rectifier. It rep- 
resents a new and more efficient means of converting alter- 
nating current to direct current, simply and economically. 

4" The no-load requirements of the Syncro- 
vertor are very low, less than 100 watts, 
as the only power required is to turn 
the commutator, the actual rectification 
being done at the commutator, not 
within the motor. 
The watt imput is 25% less for equal 
amperage at the lamp than on any motor 
generator. This means a saving of at 
least 25% in power costs. 
The Syncrovertor is a single phase multi- 
ple machine. Where alternating current 
has been used by a theatre and the booth 
is wired for single phase, as is in most cases, the Syncrovertor 
can be installed without any change in wiring — a big saving 
in installation. 

The Syncrovertor enables the projector to give a steady light 
on the screen and is designed to automatically furnish the 
additional current required by second arc, so that there is 
no flicker on changeover. 

The transformer of the Syncrovertor, with the motor element 
idle, acts as a compensarc and will furnish current to the 
lamps. This feature dispenses with the necessity of the cus- 
tomary extra emergency unit. 

The Liberty 

SYNCROVERTOR 

A Better Method of Rectification 

LIBERTY ELECTRIC CORP. 

Stamford, Conn. 

Distributed by The National Theatre Supply Co. 




"Kaus-a-Lite" Seats Patrons Quietly! 

The v^ell lighted theatre aisle is essential to the 
safety of patrons. "Kaus-a-Lite" seats patrons 
quietly — efficiently — without annoyance to 
those already seated. Write today for particu- 
lars. 

KAUSALITE MANUFACTURING CO. 

8129 Rhodes Ave. Chicago 



Kaus-a-Lite 

Light Without a Glare! 




Adaptable (• any kind of theatre 
teat. Fits directly under arm of 
misle chair. 




Theatre Architecture is 
Practical 

(Continued from page 17) 

are the means of giving pleasure to ever- 
increasing audiences, without which there 
would be no need for architects to plan 
additional theatres. There may be some 
isolated case where a theatre presents such 
a display of gilt and decorative frills as to 
be vulgar in appearance — but this condition 
is the extreme exception. 
* * * 

As refutation of the statement that the 
new United Artists theatre in Chicago "de- 
tracts from the screen — raises your blood 
pressure and tires your eyes — let me ana- 
lyze the motive that brings patrons to the 
United Artists or any other beautiful deluxe 
modern theatre of motion pictures. The 
primary reason is the search for entertain- 
ment and adventure — the desire to escape 
from the hum-drum existence of a prosaic 
life. The patron seeks the 'unbelievable 
Alladin's Cave,' which Mr. Tallmadge calls 
the new United Artists, because it gives 
him, at moderate cost, a glimpse of a land 
in which a genie of craftsmanship has 
wrought fantastic wonders; and environ- 
ment into which he may relax and sink in 
comfortable reverie— to rest and dream of 
dreams that have not come true. He does 
not object if his blood pressure is raised a 
little. It is a pleasant exhilaration greatly 
similar to that which the architect experi- 
ences when he receives his fee or per- 
centage check from drafting the plans of 
a th2atre monstrosity. 

The large majority of motion picture pa- 
trons are of the great middle class who 
work in stores, offices and factories. Or- 
nate decoration and lavish appointments 
are an elixir that gives them new life and 
instills within them new hope to face their 
daily tasks. The weary housewife and toil- 
ing bread-winner of a family find entertain- 
ment and adventure that has been denied 
them in the softly lighted coves and niches, 
the lazy drifting clouds and twinkling stars, 
the grand staircase that would thrill the 
heart of a king, and the gigantic lobby pil- 
lars that rear skyward to awesome heights. 
Their_ eyes do not tire of such sights of 
magnificance — they drink in every detail 
with delight and pleasure — a veritable oasis 
that quenches the thirst for beauty and 
romance. Illusion — that is what they seek 
— these millions, many of whose sole en- 
tertainment and recreation is in the motion 
picture theatre. 

-i^ ^ sfs 

As for the modern theatre detracting 
from the screen, is this not at times a wel- 
come blessing? It is this detraction that 
compensates to a great extent for the oc- 
casional failure of the screen program to 
deliver absolute satisfaction. If the pic- 
ture is good, then the combination of qual- 
ity picture and beautiful theatre is happy 
indeed. But, if the theatre occasionally 
plays an inferior program, and no theatre 
seems to be immune from this occurrence, 
the excellence of the theatre — its service 
and appointments makes it desirable regard- 
less of the program. If the same program, 
the identical offering, were being presented 
in two theatres side by side, one a stiff 
formal structure of "restraint" and the other 
a fine palatial modern "Alladin's Cave,"' 
you would have no doubt as to which thea- 
tre was preferred by the public by but a 
glance at the box office statements of each. 

The architecture and decoration of the 
modern theatre is much like the frosting 
on a cake. It may not actually improve 
the quality of the product, program, but it 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



35 



does make it much more palatable and in- 
viting. 

The question — how effectively inviting 
and attractive are these new gorgeous 
shrines of the motion picture — is best 
answered by the box office receipts which 
enable good management to go on building 
more and more theatres — to the aesthetic 
chagrin but no doubt lucrative delight of 
Mr. Tallmadge and those who share his 
views. 



New Air Washer Is 
Described by Supreme 
In Folder Just Issued 

Supreme Heating & Ventilating Corpora- 
tion has just issued an interesting and in- 
structive folder titled, "How We Made a 
Cool Million in 1927." 

In addition to telling how more than a 
million theatregoers were cooled by Su- 
preme systems in 1927, the folder describes 
the new air washer which has been devised 
by the company. 



Bruckner Gets Larger 

Quarters in New York 

Richard R. Bruckner, manufacturer of con- 
sole, orchestra and stage elevators, has moved 
into new and larger quarters at 532 West 22nd 
street. New York City. With the acquisition 
of additional floor space, Mr. Bruckner has 
completed the installation of much new ma- 
chinery of the most modern type to enable 
him to take care of his vastly increased pro- 
duction schedule. In addition to console, 
orchestra and stage elevators, Bruckner is 
making a complete line of theatrical hard- 
ware, as well as fire curtains, motor driven 
hydraulic checks, counterweight systems, cy- 
cloramas and light bridges. 

Mr. Bruckner has for many years been a 
keen student of stages and stage equipment 
and has made important contributions to the 
advancement of stage facilities. In a tour of 
the continent last year he visited the leading 
theatres in Switzerland, Italy and Germany. 



Eastman President Is 

Now "Colonel" Stuber 

W. G. Stuber, president of Eastman 
Kodak Company, has been appointed a 
colonel on the staff of Governor Flem D. 
Sampson of Kentucky in recognition, ac- 
cording to the announcement, of his 
achievements in the worlds of business and 
photography. Mr. Stuber is a native Ken- 
tuckian, and it was as such that he was 
honored. 



Cutler-Hammer to List 
Stock on N. Y . Exchange 

The Cutler-Hammer Company, manufac- 
turers of dimmers, has filed application to 
list its capital stock on the New York Stock 
Exchange. This follows listing of the com- 
pany's shares on the Chicago Exchange. 



E. E. Fulton Takes Over 
Frisco Equipment Firm 

As a step in its program of expansion, 
the E. E. Fultort Company of Chicago has 
acquired the Theatre Lighting & Equip- 
ment Company, 255 Golden Gate avenue, 
San Francisco. 



Hoffman & Soons Moves 

Greatly increased space has been taken over 
by Hoffman & Soons, manufactures of the 
Perfection rheostat, in the moving of the 
offices of the company from 522 First avenue 
to 387 First avenue. New York City. 




For Long Continuous Use 
Specify the Type C^ P* 

TRANSVERTER 

It operates daily with a minimum of attention by the projectionist 
because it delivers within 3% of its rated voltage without adjust' 
ment. 

It operates for years quietly, economically and accurately because 
it is designed and manufactured on engineering principles that 
ensure such satisfactory performance. 

"If you show pictures you NEED the 
Hertner Transverter" 



Distributed in the V. S. A. by the 
iSntional Theatre Supply Company 



THE HERTNER ELECTRIC COMPANY 



^ 



1900 W. 114th Street CLEVELAND, OHIO, U.S.A. 



STAGE EQUIPMENT 

NEW SAENGER THEATRE 

MERIDIAN, MISS, 
by 




ORPORATlOlf^ 



£23233 W ERIE STREET 



GHif^ca 



36 



BETTER THEATRES SECTION OF 



April 11, 1928 




— a 

tribute 

to 

theatre 

architecture 




Loew's Midland in Kansas City 
Awarded Gold Medal 



Above are two views of Loew's 
J^idland theatre in. fCansas City for 
which Thomas W . Lamb and Boiler 
Brothers were awarded the archi- 
tect's certificate of merit by the 
Business District League of the 
Missouri metropolis. The certifi- 
cate is awarded annually. 



A TRIBUTE, higher than can be ob- 
tained through mere praise, has been 
paid to the Loew's Midland theatre of 
Kansas Citv. The theatre, recently completed 
at a cost o"f $4,000,000 and seating 4,000 per- 
sons, has been awarded the gold medal an- 
nually awarded by the Business District 
League of Kansas City for the most outstand- 
ing buildings erected during the year. 

"There was no question concerning the 
choice in making the award this year," said 
Stephen O. Slaughter, executive secretary of 
the Business District League, an organization 
to improve the business district of Kansas 
City: 

"To stimulate building in the business dis- 
trict to conform to lines of architectural 
beauty, these medals and certificates have been 
offered by the League since 1924 to owners 
and architects of the best new buildings 
erected. Medals are also offered for old 
buildings which are so altered as to present 
an entirely different aspect. 

"The Midland theatre which is of Louis 
XIV architecture throughout was awarded the 
gold medal, representing the first prize. 
Thomas W. Lamb of New York City, and 
Boiler Brothers, of Kansas City, associate 
architects, were awarded the architects:" cer- 
tificate of merit as the designing architects. 

"Our committee of awards; last year, after 
a close inspection of the new buildings erected 
during the previous year, and having in mind 
the points of award with reference to archi- 
tectural excellency and exterior of the build- 
ing and for the use of honest material, decided 
that there were only two buildings in the dis- 
trict that merited this recognition. 

The committee was influenced, I believe, by 
the fact that the Midland theatre and the 
City Bank building (second prize winner) 
were so much in a class to themselves in 



architectural beauty that to have made other 
awards would have been inconsistent, both 
in comparison and the spirit of the awards." 

MEDALS AND CERTIFICATES 

AWARDED BY THE BUSINESS 

DISTRICT LEAGUE 

1. A gold medal and certificate for 
the best new building erected in the bus- 
iness district during the previous year. 

2. A silver medal and certificate for 
the second best neiv building erected. 

S. A bronze medal and certificate for 
the third best new building erected. 

4. A gold medal and certificate for 
the best altered building in the business 
district ditring the previous year. 

5. A silver medal and certificate for 
the second best altered building. 

6. A bronze m^dal and certificate for 
the third best altered building. 

Medal to be awarded to the owner of the 
building and certificate to the architect de- 
signing building. 

DEFINITIONS 

Business District — -That portion of the city 
bounded by the Missouri river, Troost avenue, 
Twenty-fourth street and Broadway, both 
sides of the streets named being included. 

New Building — A building which has been 
erected beginning with the foundation of new 
material. 

Altered Building — -A building which has 
been so changed that only the foundation and 
the supporting columns and walls remain 
totally or partially the same, and the front of 
which has been erected entirely new or has 
been so changed in the largest amount of ex- 

(Continued on page 54) 



April 14, 1923 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



37 




"KJds' Day" at the Ritz, Chariton, la. Are they enjoying the picture? Yea, bo' — and how! Bet it's 
a Western. (Yes, we know comedy-dramas are the most ■f)oj)ular ■pictures. But also we know kids.) 
They turned out to give the neiu Ritz a rousing house-warming, and both guests and theatre enjoyed 

it immensely. 

Small Town Acquires Finer Conception 

of Theatre Architecture 

Rftz ;s s^ectfic example of playhouse commendahTy worked out 



ALONG with a great many fine things in 
life, the American small town has begun 
to acquire for itself finer motion picture 
theatres. It is a fact to be noticed. 

The better theatre idea has been late in 
reaching the small town — much later than 
many olher improvements in the life of this 
class of communities. From console victrolas 
to citified store fronts, the new and finer 
things came quickly — while films were being 
shown in barren, box-shaped rooms that re- 
quired of the patron a veritable passion for 
screen entertainment in order to be comfort- 
able. 

The trend toward fine screen theatres, of 
course, is pretty young. It started in the cities 
less than a dozen years ago. There millions 
could be spent — and they were spent, until now 
every city of at least moderate size has one 
structure or more of lavish architecture and 
luxurious outfittings. 

Such displays are obviously beyond the 
means of small towns. But no excuse can 
lie in that fact. Good taste is not dependent 
upon millions — in fact, it is often corrupted 
by them. In the greater works of art, one 
most often notices that beauty has been in- 
terpreted as a rather simple goddess, and if 
that be so, and so it certainly seems, then 
architecture can work out the problem of the 
small town theatre-beautiful as easily as it 
can that of the big city film palace. 

Several specific instances in which the prob- 
lem of the small town theatre-beautiful has 
been commendably worked out, have rcceiitlv 



been cited in these pages. A new instance is 
Harry J. Cramer's Ritz theatre in Chariton, 
la., designed by William L. Perkins. 

Quite an accurate conception of this little 
theatre may be got from the pictures on the 
page opposite. Definitely the Ritz has charm. 

Only a most moderate investment was pos- 
sible in the Ritz. Not much could be done. 
But in what could be done, an attempt was 
earnestly made to attract, then please the eye, 
not to command, then terrorize the eye. Per- 



Invents "News Reel" 
For Use at Home 

(Special to Exhibitors Herald and 
Moving Picture World) 

LONDON. April 10. — Will Day 
has invented "a home moving picture 
newspaper," and has sold the idea to 
a leading London newspaper. It is 
expected that the apparatus will be 
in use in a few months. The "news- 
paper" will consist of 100 feet 
of standard film, printed on semi- 
transparent paper, which will pass 
through a clockwork machine at a 
quarter the speed normally employed 
for projection. The pictures will be 
shown by reflected light. A reel of 
100 feet is expected to cost only 
about 12 cents. 



haps the Ritz errs a little on the side of sim- 
plicit}'. It may seem a trifle cold. But 
economics were to be considered as well as 
charm. Architecture, moreover, has not de- 
\eloped resources for the benefit of the small 
town theatre. But no apologies are in order, 
for in its main features, in arrangement and 
in symmetry- of line, in suitability of design 
to the purpose for which it was intended — 
and these are major principles of authentic 
art- — the Ritz is a fine small town theatre. 

In the exterior view in the adjoining page, 
it will be noticed that two electric signs are 
lialanced against each other. Looking at them 
both from corresponding sides, the nearest 
sign reads, "Ritz," the other "Theatre." The 
lighting system permits of a color combina- 
tion of red, white and blue. All lights are 
controlled from the booth. In the photograph 
at the top of the page, a small alcove-like bal- 
cony is noticeable at the rear of the audi- 
torium. This is used for special parties. Not 
a thing commonly run across and a feature 
to he especially valued in a small towTi. Ven- 
tilation is by means of a large fan in the 
basement, which, by the way, is in an adjoin- 
ing lot. The air is drawn through a funnel 
imder the stage. The latter is 24x28 feet in 
size and is well equipped for the type of per- 
formances presented. 

There are lounges for men and for women, 
and a good-sized foyer. The walls of both 
foyer and auditorium arc ivory in tone. The 
curtains are red plush and are automatically 
con: rolled. The floor is of terrazzo. 



38 



BETTER THEATRES SECTION OF 



April 14, 1928 




Snappy Uniforms — 
Good Quality 

'T'HESE are two patron-bringing features of 
■*- Maier-Lavaty uniforms. Your audience is 
pleased to be attended by snappy and dis- 
tinctively dressed ushers. Original uniforms 
of quality reflect the dash of your perform- 
ance. Maier-Lavaty makes them ! 

Let us furnish you with our 

illustrated catalog and informa- 

tien on servicing uniforms in 

your neighborhood. 

MAIER-LAVATY CO. 

Quality Built Uniforms 
2139 Lincoln Ave. Chicag;o, 111. 





LAUGHl CLOWNI LAUGH! 

SO.VG 



LEWl^ I, YOUN'G 






Verily, this is the day of ^hoto^lay theme songs. Film product is now inspiring 
some of the biggest "hits," as a glance into any music store will show. The 
theme song, of course, isnt brand new. Remember ""Mickey?" The differ- 
ence now is that most every outstanding •picture brings forth an inter{>retative 
^O'^ular song — from the best 'publishers and best writers. The number ■pre- 
sented here, "Laugh Clown Laugh," is an excellent exam^^le of this. With 
music by Ted Fiorito and words by Lewis & Young, it interprets the theme 
of Metro-Goldwyn-Mayers latest Lon Chaney picture of the same title. 
Jerome H. Remick & Company is the publisher. Part of the verse and ^art 
of the chorus are given above. 



Meeting ^em on Broadway 

By HARRY E. HOLQUIST 



NEW YORK. 
r\ F. SPAHR, president of Enterprise 
^~'' Optical Manufacturing Company, spent 
several days in New York. O. F., who makes 
his headquarters in our much maligned native 
city of Chicago, declared in no uncertain 
terms that the Motiograph business was good. 

* * * 

Hoffman & Scons, manufacturers of the 
Perfection rheostat, are putting the finishing 
touches to their job of moving into larger 
quarters at 387 First aveniie, N. Y. C. 

^ ^ H^ 

Joseph E. Cohen of Sentry Safety Control 
Corporation, has returned from a trip to 
Europe. 

H= ^ ^ 

H. A. RosENBURG has announced that the 
personnel and equipment of Standard Slide 
Corporation will move into its new headquar- 
ters this week at 228 West Fifty-sixth street 
where the firm has taken over the entire 
fourth floor. 

* * * 

A. Steinberg, who has recently opened up a 
New York plant of National Program & 
Printing Company, is in New York this week. 
The new National plant is now in full swing 
at 320 West 46th street. Earl Blair, who 
comes from Chicago, will be in charge of the 
Eastern plant. 

* H= ^ 

Frank Shutton, chief projectionist of the 
Vilmer & Vincent circuit, Norfolk, Va., was 
seen along the Rialto recently with P. A. 
McGuiRE and F. H. Richardson. 
^ ^ ^ 

Equipment and film folks journeyed out to 
Jersey City, N. J., Friday evening, March 23, 



for the opening of the new Stanley theatre 
by the Stanley-Fabian Corporation. 

s}; ^ :}: 

Following the opening some 300 projection- 
ists, manufacturers and exhibitors attended a 
banquet given by the Jersey City local 384. 
William S. Canavan, president of the I. A. 
T. S. E., introduced J. E. McAuley of J. E. 
McAuley Manufacturing Company and P. A. 
McGuiRE of International Projector Corpora- 
tion to the assembly. 

Bernard Rose of Projection Optics Com- 
pany, Rochester, N; Y., was spotted along 
Broadway calling on the trade. 

* * ^ 

Decoration Day openings of new theatres 
are looming on the calendar of events. A 
3,000 seat house at Tremont avenue and 
Bronx which has been taken over by Loew is 
scheduled for opening that day as is a 2,300 
seat house at 167th street and Jerome avenue 
and the new Roxy theatre, 74th and Broad- 
way, which will seat 3,000. 
^ ^ ^ 

Walter Green of National Theatre Supply 
Company, recently made a trip in which he 
visited Philadelphia, Washington and other 
Eastern cities. 

* * * 

C. J. Frank of Voigt Company, Philadel- 
phia, was a visitor at the offices of National 
Theatre Supply Company. 
^ ^ ^ 

N. D. Golden, assistant chief of the Motion 
Picture Section, Department of Commerce, 
Washington, D. C, was a recent visitor in 
New York. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



39 




Art Glass Lobby Display 

Art Glass Used 
in Lobby Boards; 
Display Striking 

Lobby display case facings of color art 
glass in modernistic design are the newest 
phase of lobby and corner cas'e advertising 
featured by prominent Broadway theatres. 
The new product is the development of East- 
man Brothers Studios, 36 West 46th street, 
New York City, and is being used at the 
Times Square, Gaiety, Globe, Central and Col- 
ony theatres, where such pictures as "Four 
Sons," "Mother Machree," "Uncle Tom's 
Cabin" and "We Americans" are now playing. 

The new lobby cases, a reproduction of which 
is shown herewith, are achieved by infusing 
color into glass or a transparent silk. In this 
setting of deep blue, greens, silver and red, 
designed in a modernistic fashion, are ar- 
ranged the title of the production in white 
letters, and natural portraits of the stars. 
Illuminated from behind, the displa.\- embodies 
a strong, interest-compelling effect. 

In addition lo its use as lobby advertising, 
Eastman Brothers are developing these color 
art class designs as decorative treatment for 
theatre interiors. 



Stage Equipment 



We have installed the Orchestra and Organ Console 
Elevators and the entire Stage Rigging, including 
the Asbestos Fire Curtain and the Peter Clark 
Counterweight System in the 

New Stanley Theatre 

Pittsburgh, Penn. 

Hoffman-Henon Co. — Architects 



PETER CLARK 

INC. 
544 West 30th Street, New York 



Orchestra - Console • Stage Elevators 
Counterweight Systems - Fire Curtains 



Perlite 



PRACTICAL 
ARTISTIC 



Perlite signs were designed and perfected with full appreciation of the artistic 
note which dominates the equipment of Modern Alotion Picture Theatres. Even 
where furnishings and decorations are of the most palatial character, PERLITE 
signs attract favorable attention because of their classic beauty. The illumination 
of Perlite Directional Signs is also an outstanding feature. Years of troubleless 
service guaranteed by simple construction. Nothing to get out of order or replace 
but the lamp. Standard inscriptions, as listed, or special designs to order. 



Size 

Overall 

8'xl6" 

Glass 




6"xl4' 



LAD I E S 
ROOM 



$13.50 



Pi«ir»*» ""2 side with 
'^'^*^*' standard in- 
scription (without lamp) 
Two sides $15.00 

Catalogue on request 
M.^NUFACTUREn BY 

WILLEY SIGN CO. 

DETROIT, MICH. 

Order from National Theatre Siipplv Co, — Your 
Nearest Office 



WILLEY SIGN CO. 

l-J^g Church St.. Detroit. Mich. 

I ;im intcrcsfeii in Perlite Directional Signs. 
Senit literature showing full line of inscrip- 
tions: 



Xante 

Theatre 

City _ 

State „ 



40 



BETTER THEATRES SECTION OF 



April 14, 1928 



M-E-S-C-O 



Theatre lighting equipment covers the entire theatre from the power board and light- 
ing panels to the switchboard and border lights, footlights, coves and floodlights. 
Tj'pes to suit every possible need. 

We will gladly submit figures and suggestions on your lighting needs. Our engineer- 
ing department is at your service, and will make complete electrical specifications 
and layouts. 




"Mesco" No. 90 Borderlight with porcelain enameled reflectors and natural color 
heat resisting lenses. 

Write for our new Catalogue No. 12 
Now in preparation 

MILWAUKEE ELECTRIC SWITCHBOARD COMPANY 

160 Clinton Street MILWAUKEE, WISC. 



You Can 

Afford a 

Selector-Duplex 

It is a musical wonder, a box office 
attraction, a business builder and a 
profit-maker. Organ music is the very 
foundation of all that is best in music 
literature and now is presented the op- 
portunity to have organ music repro- 
duced perfectly by means of hand 
played rolls. 




Why named SELECTOR-DUPLEX? 



SELECTOR — because you can select and 
play whatever piece you wish on the roll. 
The rolls have from ten to twenty pieces, 
and you may select any one of these by 
simply pressing a button either at the Or- 
gan itself, or from the operator's booth, or 
any part of the house. 



DUPLEX — because the roll runs and 
plays both ways. It travels forward and 
backward and has no rewind, consequently 
continuous music. The one roll system is 
equivalent to two rolls and makes a better 
arrangement because it is not necessary to 
change rolls during performance. 



Send this coupon for catalog — 

Name A^ddress 

City State 



Nelson-WIggen Co., 1731 Belmont Are. 
Chicago, U. S. A. 



What Kind of a 
Fellow Is — 

L. W. Orlove? 




HE went over to the Saxe Amusement 
Company, growing motion picture 
theatre circuit in the home-town, 
Milwaukee, and asked to see the fellow who 
does the hiring. His name — L. W. Orlove. 
Just a kid. Seventeen. Wanted a job. 

He got it- — as electrician's helper. He 
went to work in the general maintenance 
department. Saxe was just growing. This 
was in 1918, you see. Five years later he 
was still at it — in the general maintenance 
department. Still quite a kid. 

However, five plus 17 is 22. Pretty young 
but boyhood going. And so — 

One day J. E. Saxe himself came up to 
the sign and eletcrical department. Where 
was the kid? Over there. Ah, yes. Well — 

He'd been noticing, Saxe had. And Or- 
love was young. He would have complete 
charge of the shop, Orlove would, from 
then on. 

Oh, yes, and do the purchasing also. 

Though only 22! 

Some fellows are like that — a few — fel- 
lows like Orlove. 

Being in charge of the electrical depart- 
ment of a circuit as large and flourishing as 
the Saxe Amusement Company, and in the 
headquarters city, was something of an ex- 
perience for a young man who had just 
ceased to be a boy. When he had started 
with Saxe, they had nine houses. More 
now. Kept you hustling. 

Around 20 men had to be told what to 
do, their work directed. Organ repair men, 
handy men, electricians, painters. Their effi- 
ciency depended upon Orlove. Only re- 
sults counted. They would be charged up 
to him. 

Well, Orlove thought about it, conceived 
constructive ideas, executed them. So, 
after all, there's nothing strange about the 
fact that a short time ago he was promoted 
to the highly responsible position of pur- 
chasing agent — though only 27 years old. 

Midwesco it is now, Saxe having sold to 
the Fox circuit last December. And the 
group contains 50 theatres distributed 
through Wisconsin. 

Purchasing agent for these at the age of 
27! 

Nevertheless, L. W. Orlove and his 
achievements are facts — facts extremely in- 
teresting — and good stufT for other kids to 
hear about. — T. M. S. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



41 



A New A* C. 
Manual Starter 




ANEW manual across the line A. C. 
motor starter is announced by Cutler- 
Hammer Manufacturing Company of 
Milwaukee, Wis., according to the company. 
Designed as an inexpensive manual starter, it 
includes such advantages as; overload cutouts, 
giving complete motor protection ; cadmium 
plated, double break, roller type contacts ; and 
small size, safety, dustproof enclosing case. 

The roller type contacts are of the double 
break type, cadmium plated. The contact roll- 
ers turn after each operation to present a new 
contact surface for the next operation. 

Complete motor protection is obtained dur- 
ing both the starting and running periods. 
The thermal overload cutouts provide the nec- 
essary- time interval to take care of starting 
inrushes without shutting down the motor. 



oes><" 



Scenic Effects 



">>ffao 




NOVELTY and originality 
pleases the American public. 
Money-making showmen of Broad- 
way use Kliegl Scenic Effects to 
enhance the attractiveness of their 
programs — to reproduce natural 
phenomena, such as storms,rippling 
water, floating clouds, et cetera, 
for prologues and special numbers. 
More than a hundred different ef- 
fects are listed in our catalogue, also: 



Spotlights 


Color Wheels 


Scenic Effects 


Floodlights 


Color Frames 


Shutters 


Sciopticons 


Color Rolls 


Color Mediums 


Footlights 


Color Boxes 


Color Caps 


Borderlights 


Music Stands 


Lamp Coloring 


Exit Signs 


Connectors 


Terminal Lugs 


Aisle Lights 


Plugging Boxes 


Resistances 


Dimmers 


Floor Pockets 


Stage Cable 



Sciopticon No. 75 
with Scenic Effect 



For Descriptive Literature write 



Ol5S-i_ 



Universal Electric Stage Lighting Co..ino 
3^f West 50th Street 

NEW YORK.N.^ 



WHEN SELECTING A SCREEN 

INVESTIGATE 
THE ONLY AND ORIGINAL 



CRYSTAL 

PEARL BEAD 

SCREEN 



NEW AND IMPROVED BEADED SURFACE 

Great care should be taken in selecting a screen that will 
produce the best results to every seat. The front and side 
seats as well as the center and rear seats should be considered. 

i 

' Cryolal Movie Screen Corp'n. 
I 1721 E. 27th Si., Cleveland. O. 

CRYSTAL SCREEN CORP N, , WlUiout ohllB.i;ioiL pleaw send m« p»rtlcul»r» on jc»u 

I I r>stal IVarl ISiad MoTie Screen. 

1721 E. 27th St. Cleveland, O. | N»i»c 

Tlicntri^ _ - ..,_ 



42 



BETTER THEATRES SECTION OF 



April 14, 1928 




The Lobby and Its Treatment 
in Standard Theatre 



By GEORGE E. EICHENLAUB 

Theatre Architect, Erie, Pa. 




1 SHALL attempt in this article to give a 
word picture of the lobby of an Eichen- 
laub standard theatre, which range in size 
from 500 seats up, and illustrated at various 
times in these pages. Photographs, however, 
are sometimes unsat- 
isfactory. Perhaps I 
shall be able to pre- 
sent an adequate de- 
scription. 

Basically, this is a 
black and gold lobby. 
But there are many 
kinds of black and 
golds. In this case, 
the black is like a 
kind of acid-etched 
black onyx of ex- 
traordinary high gloss 
and richness. It can 
be likened to a fine 
piece of highly pol- 
ished plate glass in a 
window, with absolute darkness outside and 
brilliant light inside. It has subdued high- 
lights, the rich, sparkling, dead-black and cut- 
glass effect of what is really deeply dark 
purple. The material is like that, only still 
richer. Now, with an all-over, dainty design, in 
the lightest kind of acid etching, the etching is 
invisible when the material is clean. When 
dirty, a sponge, some water, maybe some soap 
or acid, it makes no difference, and the surface 
at once again becomes absolutely clean. 

The four-inch band over the black dado, is 
of the same material, but deeply sand-blasted 
and then overlaid with gold-leaf and fused 
silver, which against the black background, 
shows up richly. Withal, refined to the point 
where even the most fastidious is not turned 



C. E. Elchenlaub 



tfTTThis is the first of two articles 
3J on architecture by Mr. Eichen- 
laub. His second, to be published 
next month, will treat with the 
subject, "Why a Theatre Archi- 
tect?" The possibilities of this sub- 
ject will be readily appreciated. 



away in disgust, but is charmed with the quiet, 
rich beauty of the thing. 

With this groundwork of black and gold, 
we find the two main windows, draped in 
cloth-of-gold, trimmed with silk fringe, be- 
coming the center of the composition. Three 
triple frames are mounted between them, de- 
signed for a one-sheet with a snipe-date and 
flanked by standard photo-frames. The one- 
sheet can be mounted as a shadow-box with 
special illumination. This with the paired 
pilasters in white, with dull, gold-touched 
capitals, completes the side-wall treatment, to 
the light cornice, over which is a lunette 
painted in muresco, the imported flat color in 
which our best church murals and other fine 
decorative paintings are being done. 

On each side of this flanking cornice is 
mounted standard cove-lighting in colors as 
desired, which illuminates and reflects the 
curved surface of the ceiling, which again is 
painted in muresco of the darkest marine 
blues, quickly fading into creamy-white. 

The central panel of the ceiling offers a 
variation in our illumination effect, and by the 
throw of a switch, we have the so-termed art 
gallery illumination, in such colors as we may 
elect. The central part of this feature-panel 
is an open grill of great capacity, which ven- 



tilates the theatre, especially in the balcony, 
where it is most needed. This we do in 
purest blue, with a touch of gold high-lighting. 
These colors recede and lend an air of greater 
height, which is accented by the scale of the 
dado, which is kept low. 

Plate glass set in broad-face, ornamented 
and surrounded with black decorated onyx, 
appears in the wall angle, with a hand-hole 
for the ticket-seller. This same space on the 
opposite side is occupied by a dainty wall- 
fountain dispensing cold water. The floor is 
of hand-made tiles, with white marble panel- 
paths, accented at their meeting points with a 
square verde or black marble. At the doors 
leading into the auditorium, the tiles are laid 
arch-fashion to help accent direction into the 
theatre. The same motif, with black marble 
inlay appears in front of the ticket window to 
accent this point. The doors to the auditorium 
are of flush, inlaid dark mahogany, inlaid with 
holly and ebony. 

Some day I am to make the doors of ebony 
and make the inlays of gold-leaf covered with 
glass, with a strip of holly on each side. For 
the present I stick to the dark mahogany, 
which comes up nearly black and when prop- 
erly finished is verj' rich and within any 
owner's means. These flush doors are easily 
wiped clean or re-finished and never warp or 
bind and stick. 

The Front Entrance doors are of solid con- 
struction, with beveled plate glass panels. The 
panic bolts and hardware of solid cast bronze. 
The glass panels over the entrance doors are 
of plain plate glass, undraped, and look rich as 
long as they are kept clean. Baby spots and 
floods mounted on the transom-rail give beau- 
tiful effects on this ceiling. The fountain is 
of portable type, full electric and with re- 
(Continued on page 48) 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



43 



^ ^ ^ ^ 



new inventions 




1,660,081. FIRE-EXTINGUISHING SYSTEM FOR 
MOTION-PICTURE BOOTHS. George A. Mears, New- 
berry. Pa. Filed July 20, 1926. Serial No. 123,727. 
2 Claims. (CI. 169 — 7.) 

1. A fire extinguishing system of the class described 
including a chemical container, means for supporting 
the same to swing about a transverse axis, a shiftable 
locking pin for holding the container normally in up- 
standing position, a manifold, a flexible pipe connec- 
tion between thei container and the manifold, dis- 
tributing pipes extending from the manifold, a valve 
in each distributing pipe adapted to open by gravity, 
separate means for holding each valve normally closed, 
•each of said means including a flexible line connected 
at one end to the pin and having an intermediate loop, 
a weight fixedly attached to and supported by one side 
of the loop, and anchoring means attached to th« 
^weight supporting side of the loop, said anchoring 
means being releasable by fire in proximity thereto, 
the release of the anchoring means and consequent re- 
lease of the weight being adapted to shift the pin and 
release the container for movement to invsrted posi- 
tion. 



Devices Affecting 
the Theatre 




1,660,632, AUTOMATIC MUSICAL INSTRUMENT. 

Charles F. Stoddard, New York, N. Y., assignor to 
American Piano Company, New York, N. Y., a Corpo- 
ration of New Jersey. Filed Feb. 19, 1925. Serial No. 

10,186. 13 Claims. (CI. 84 11.) 

1. In an automatic musical instrument having a 
main source of pneumatic power and player pneu- 
matics, in contbination, a high exhaust chest having 
communication with said source of power, a regulated 
exhaust chest having communication with said player 
pneumatics, and means for controlling communication 
between said chests, said means including a diaphragm 
having a variable active area which is exposed to 
regulated exhaust and acted upon by regulated exhaust 
for controlling purposes. 




1,660,631. EXPRESSION MECHANISM FOR AUTO- 
MATIC MUSICAL INSTRUMENTS. Charles F. Stod- 
dard, New York, N. Y., assignor to American Piano 
Company, New York, N. Y., a CorporaUon of New 
Jersey. Filed Oct. 11, 1924, Serial No. 742,964. 
Renewed Aug. 19, 1927. 36 Claims. (CI. 8*— *1.) 

1. Expression controlling apparatus for automatic 
musical instruments, comprising, in combination, means 
providing a high exhaust chest; means providing a 
regulated exhaust chest; means including a flaxlble 
diaphragm for controlling communication therebetween, 
said diaphragm having an area exposed to regulated 
exhaust and an area exposed to high exhaust Inflnene- 
ing said diaphragm in one direction; and pnetunatlc 
means for exerting a substantially constant opposed 
force on said diaphragm. 

20. Expression controlling apparatus for automatic 
musical instruments. comprising, In combination, 
means providing a high exhaust chamber; means pro- 
viding a regulated exhaust chamber; and means Inclnd- 
ing a flexible diaphragm to restrict more or less the 
communication between said chambers. 



Are You Liable 



BRIEFLY, a theatre owner always is 
liable for injuries sustained by a patron, 
as a result of failure of employes to 
exercise care to maintain the theatre premises 
in safe condition. On the other hand, a patron 
may not recover for injuries sustained in a 
theatre where the evidence shows that he 
failed to use ordinary care to protect himself 
against the injury. 

However, although these rules of the law 
are well-established, theatre owners frequently 
have considerable difficulty in presenting to 
the courts sufficiently convincing evidence to 
relieve themselves of liability. 

Therefore, I shall carefully review two 

higher court cases, decided during the past 

few weeks, in which is discussed the liability 

of owners of two kinds of amusement places. 
* * * 

In the case of Birmingham Amusement Co. 
vs. Norris, 112 So. 633, a woman weighing 
196 pounds while attending a motion picture 
performance in a high class theatre was seri- 
ously injured by the collapse of the seat in 
which she sat. The injured woman sued the 
theatre owners for damages. 

It is interesting to observe that in submit- 
ting the case to the jury the lower court in- 
structed the jury of the established law, 
relating to the liability of theatre owners for 
injuries received by patrons, in the following 
language: 

"(a) Now it is the duty of the proprietor of 
a place of amusement to keep such place in a 
reasonably safe condition for persons who 
enter at his invitation, and if one who has 
entered at his invitation is injured as a proxi- 
mate result of his failure or neglect to keep 
such place in such reasonably safe condition, 
such failure or neglect, if any, will render him 
liable in damages to the person injured. 

"(b) Those operating such places of amuse- 
ment are under the duty to exercise reason- 
able and ordinary care to sec that such place, 
and every part of it, including) contrivances 
and fixtures, necessarily used in conducting 



for 

injury 

to 

patrons? 

READ 

Leo T. Parker 

Cincinnati Attorney 



such place, are kept in a reasonably safe con- 
dition. 

"(c) Such persons are held to reasonable 
care in inspecting from time to time, and 
such inspection must be sufficiently frequent 
and thorough to determine the condition, and 
to insure a reasonably safe condition. 

"While I charge you that such persons are 
held to reasonable care in inspections from 
time to time, and such inspections must be 
sufliciently frequent and efficient enough to 
determine the condition, I want to say that 
such persons are held to reasonable care in 
making reasonable inspections, and at such 
reasonable intervals; and such inspections 
must be reasonable and reasonably sufficient 



and reasonably frequent and thorough enough 
to reasonably determine the conditions." 

After carefully considering all of the evi- 
dence, the jury rendered a verdict of $12,500 
in favor of the injured woman, although it 
was proved that occasionally the manager had 
employed persons to inspect and repair the 
seats. 

The theatre owners appealed to the higher 
court for reversal of the judgment on the 
grounds that the above quoted law given the 
jury, with respect to the duty of a theatre 
owner, is incorrect. 

However, the higher court sustained the 
lower court's verdict, but reduced the amount 
of the damages from $12,500 to $7,500, and 
entered into a lengthy explanation of the law 
which is rich in valuable information, in part, 

as follows: 

* * * 

"Many high authorities declare that when 
the proprietor of a place of amusement in- 
duces people to come upon his premises, he 
thereby assumes an obUgation that such 
premises are in a reasonably safe condition, so 
that persons there by his invitation shall not be 
injured by them or in their use for the pur- 
pose for which the invitation was extended. 
. . . But, on the general question of the duty 
of a proprietor who invites peoples upon his 
premises, it has been repeatedly declared that 
his duty is to maintain such premises in a 
reasonably safe condition for the conton- 
platcd uses thereof, and the purpose for which 
the invitation was extended. . . . Without 
undertaking a general discussion of their 
relative merits, wc think that, where the pro- 
prietor invites people upon his premises, and 
receives compensation for the privilege of 
their entrance, or for their entertainment 
while there, he impliedly undertakes that the 
premises are reasonably safe for the purpose 
intended, and for which they are accordingly 
used by his patrons. This does not mean that 
the proprietor is an insurer against accidents 
to patrons resulting from their own missteps 



44 



BETTER THEATRES SECTION OF 



April 14, 1928 



PERFECT PICTURES 

ON MINUSA SCREENS 

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Aster Theatre, Minneapolis 
Lyric Theatre, Minneapolis 
Loring Theatre, Minneapolis 
Dale Theatre, St. Paul 
Grand Theatre, Faribault, Wise. 
State Theatre, Eau Claire, Wise. 

These installations are positive proof of the superiority of 
MINUSA SCREENS. 

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or disabili.ies, and not primarily from the un- 
safe condition of the premises or their appur- 
tenances, nor against injuries resulting from 
invisible defects therein, not open to observa- 
tion, nor discoverable by ordinary inspection. 
But, where the causating defect was open to 
observation, or discoverable by ordinary in- 
spection, liability for the injury attaches as a 
matter of law. It is not sufficient in such 
cases to say that the proprietor must make 
reasonable inspections, or exercise due care to 
discover, since his duty is to discover and to 
know." 

* * * 

Duty of Traveling 
Show Owner 

The case of Crisafi vs. Sells, 159 N. E. 611, 
decided during the past few weeks, is unusu- 
ally important to illustrate the methods of the 
courts in deciding whether a traveling show 
owner is liable for injuries sustained by a 
patron. Also, the character of the testimony 
required to relieve a proprietor of liability is 
indicated. 

The facts of this case are that the patron of 
a traveling show was injured when she 
stepped upon a loose board while walking 
down an aisle formed in the usual built-up 
seats utilized by traveling shows. The seats 
were erected on stringers supported by jacks 
with a straight bracket inserted into the 
stringers to hold them level. The seat planks 
were placed from stringer to stringer, and 
when laid thereon resembled stairs or steps. 
A witness testified that after the boards were 
laid on "we have a small rope, like a lariat 
used by a cowboy, a small rope, that drops 
o\er the back of the stringer and goes over 
the planks, under, over the stringer and over 
the plank and under (indicating), all the way 
down the steps or stairs, or seats as you call 
them. It is lashed at the bottom to make a 
certain kind of a hitch, that we call a double 
half hitch, so it can be unloosened very 
readily, and that the seats were lashed to- 
gether in such a way as to leave no room for 
play in the planking." There was testimony 
that the purpose of the lashing was to keep 
the seats in place. 

There was evidence that the seats were 
inspected by two building inspectors of Boston 
before any one was admitted to the tent. The 
superintendent of the construction work, testi- 
fied that he also examined the seats just be- 
fore the show opened and saw no indication 
of any loose plank or any plank having shifted 
out of place, and that inspection of the seats 
is made between the shows not so much to 
see whether boards or stringers have become 
loose but because of the possibiHty that some 
of the public might have cut the ropes. 

* * * 

The lower court held the owner of the show 
liable in damages for the injuries sustained 
by the patrons on the grounds that the former 
was negligent in permitting the loose board, 
on which the patron slipped, to remain unre- 
paired in the dangerous condition. The owner 
of the show appealed to the higher court 
contending that he had exercised care in con- 
structing the seats and that the patron was not 
entitled to damages because she was not care- 
ful to protect herself against the injury. 

However, the higher court upheld the lower 
court, holding the show owner liable, and 
said: 

". . . The cause of this fall could have been 
found to be the moving of the plank, and 
the judge could have found as a fair infer- 
ence to be drawTi from the evidence that the 
cause of the slipping or moving of the plank 
was improper lashing. This conclusion can- 
not be said to have been based upon con- 
jecture. . . ." 

Therefore, it is important knowledge well 
established and based upon leading higher 
court cases that a theatre or traveling show 
owTier may avoid liability for injuries sus- 
tained by patrons, if evidence is introduced 
to prove to the satisfaction of the court that 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



45 



the defect in the equipment, which caused the 
injury, was of such nature that it could not 
be discoverable by ordinarily careful inspec- 
tion. 

Frequently, theatre owners are rendered 
adverse verdicts because this point of the law 
is not brought out. For instance, a defect in 
a seat which causes an injury may be inside 
the wood or iron supports. Under these cir- 
cumstances, the theatre never is responsible. 
Also, in the case of traveling shows, if an 
injury is; caused by a defective rope which 
ties the seat board, the owner is not liable if 
it can be shown that the rope appeared to be 
strong and the defect was not discoverable by 
ordinarily careful inspection. 

* * * 
Theatre Owner Liable 
ior Janitor's Injuries 

Generally speaking, an employer is not 
liable for injuries sustained by an employe 
"who is intoxicated when the injury occurs, 
particularly, if the injury is a result of the 
workman's intoxicated condition. 

However, it is important to know that for 
the employer to avoid liability for an injury, 
on these grounds, convincing evidence must 
be introduced to prove that the employe 
actually was intoxicated at the time of the 
injury. 

Also, the law is well established that an 
employe is not entitled to compensation or 
damages for injuries sustained not as a direct 
result of the employment. In other words, 
an employer is not liable for injuries sustained 
by an employe who was doing an act outside 
the scope of the employment when the acci- 
dent occurred. 

For example, in the recent case of Wright 
vs. Keltner, 159 N. E. 433, it was disclosed 
that a theatre janitor, who slept in the theatre 
building, slipped and fell from a ladder while 
attempting to climb through a window to ob- 
tain keys with which to lock the theatre. 
Further evidence disclosed that the janitor did 
not go on duty the evening of the accident 
until after the last show when he was sup- 
posed to turn out the lights and close the 
theatre for the night. On the night when he 
was injured he came to the theatre after the 
last show and after the lights inside had been 
turned ofif by another employe. An employe 
testified that the janitor may have been intoxi- 
cated as he had some trouble turning the 
lights on. After turning the lights off, he 
went up stairs to his room where he took off 
his coat and then went down stairs, leaving 
his_ keys in his coat pocket. On going down 
stairs the door to his rom became locked, so 
he had to use a ladder to reach a window, so 
he could get into his room and get his keys. 
He had not locked the door to the theatre, but 
had put out all the lights except one to see by. 

In view of this testimony, the court held 
the janitor entitled to compensation for the 
injury, explaining that the testimony of 
the employer was insufficient to prove that the 
janitor was intoxicated at the time of the in- 
jury. _ The court, also, held that since he 
was injured while attempting to obtain keys 
to lock the theatre, the injury arose within 
the scope of the employment. 

* * * 

Seller of Theatre Stock, 

Partly Unauthorized, 

Bound to Return All Money 

The recent case of Tatterson vs. Kehrlein, 
263 Pac. 285, is unusually important because 
various phases of the law relating to sale of 
theatre stock is explained. 

The facts of the case are that the Franklin 
Amusement Corporation was incorporated 
under the laws of California for 5,000 shares 
amounting to $50,000. The incorporators ob- 
tained a legal permit from the commissioner 
of corporations to sell and issue only 2,800 
shares of the stock. The theatre was imme- 
diately put into operation. Several years later, 
the owners of the stock agreed to sell their 
interests in the corporation for $90,000. The 
important part of this agreement is as follows : 

"The parties agree respectively to sell and 
buy 2,800 shares, being all of the issued stock 





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Theatres ' will be of help to 
you. if you are interested in 
equipment for a new theatre, 
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"Samples on display at all 
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Stores. 



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Please send me. without obligation, the new 
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BETTER THEATRES SECTION OF 




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April 14, 1928 



of said corporation. Price $90,000, payable in 
installments as follows: $250 down; $450 on 
November 14, 1923; $700 on December 14, 
1923, and $700 on the 14th day of each and 
every month thereafter until the whole sum 
of $90,000 shall have been paid. There shall 
be deposited and paid on or before October 
14, 1923, the stim of $10,000 as security for 
the payment of the sums to be paid monthly 
and of the performance of the terms and con- 
ditions of the agreement." 

It was also agreed that all of the stock of 
the corporation, including the 2,200 shares, 
for which no permit to issue it had been 
obtained, was to be issued to the buyers and 
placed in a bank as collateral until the latter 
had fully paid the agreed amount of $90,000. 

The buyers paid $10,000 down, 'as security 
for fulfillment of the contract, and imme- 
diately took possession of the theatre. 

After operating the theatre at a loss for 20 

weeks the purchasers filed suit against the 

sellers of the stock for $12,000 paid upon the 

contract, the further sum of $5,555.94 paid 

under the terms of the theatre iDuilding lease 

and "the further sum of $13,074.12 losses 

caused by the said fraudulent representations 

made by you in inducing the undersigned to 

enter into said agreement to-wit : That said 

business was a paying business, paying large 

profits." 

^ ^ ^ 

The purchasers contended that the contract 
was invalid because the sellers of the stock 
had failed to obtain a permit to issue 2,200 
shares of the 5,000 shares. The sellers con- 
tended that the contract plainly specified the 
sale of 2,800 shares of the stock, for which 
they had a permit to issue, and that the bal- 
ance 2,200 shares were given to the pur- 
chasers, because it was agreed that they were 
buying the theatre. 

It is interesting to observe that the court 
held the incorporators of the theatre liable 
to the purchasers for the return of all money 
paid, with interest, and said: 

"V\'hile discussion of the remaining objec- 
tions, it may be said that the finding that the 
2,200 shares were issued as herein set forth 
without any permit or certificate or authority 
from said commissioner or said department 
and in violation of the Corporate Securities 
Act is supported by the evidence. Five of 
these shares were issued and delivered to re- 
spondents as qualifying shares, and the re- 
maining 2,195 shares were issued and deposited 
with the bank to be delivered upon making 
certain payments. . . . The Corporate Securi- 
ties Act was passed for the protection of the 
public and every case from every court rec- 
ognizes that when a statute has been made for 
lhe protection of the public a contract in viola- 
tion of its provisions is void. As it was ille- 
gal for the corporation to issue the 2,200 
shares of treasury stock without a permit 
from the commissioner of corporations, it 
was likewise illegal for the Kehrleins, as 
agents, officers or representatives of the cor-^ 
poration, to join with it, or aid or abet or 
assist it in committing the illegal act, or to 
commit the act for the corporation." 

The court also held the sellers liable for 
the total loss amounting to $18,500 sustained 
by the purchasers while they operated the 
theatre for 10 weeks, because it was proved 
to the satisfaction of the court that the sell- 
ers had stated to the buyers that the theatre 
was netting a profit. 



Information on Theatre 
Seat Indicating Patents 
and Stock Selling Projects 

Recently, several patents have been issued on 
theatre seat indicating devices. The basic pat- 
ent is said to be issued to a man named Han- 
sen. His patent provides for an indicator 
board located in the lobby of a theatre. The 
board is equipped with electric lights which 
indicate the row in which the vacant seats 
are located, but not the particular seat or seats 
vacant in the row. In order to locate a par- 
ticular vacant seat, it is necessary to advance 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



47 



down the aisle to the row indicated on the 
Hansen indicator in the lobby, and to examine 
electric lights on the back of the aisle seat 
in the row which indicate the particular seat 
or seats vacant in the particular row. 

Later an inventor named Johnson obtained 
a patent on an indicator board in the lobby 
representing in miniature the seating plan of 
the theatre. This board contains a perfora- 
tion for each seat, with a shutter for each 
perforation. The particular seat and row are 
indicated on the back of each of these shut- 
ters. When the seat is vacant, the shutter is 
closed over its particular opening in the indi- 
cator board in the lobby, and when the seat 
is occupied the shutter is raised. 

Still another inventor named Guerin ap- 
plied for a patent on a miniature indicator 
board located in a theatre lobby. This board 
has electric lights which indicate the vacant 
seats in the theatre. 

It is well established patent law that if the 
Hansen patent contains essential basic claims 
on theatre seat indicator devices, all other 
makers and users of seat indicator systems 
made under licenses of mere improvement 
patents would be liable for infringement in 
damages and profits to the holder of the Han- 
sen patent. 

Also, it is important to know that the seller 
of stock in any enterprise is bound to state 
the truth regarding his enterprise. Otherwise, 
a buyer of the stock may file suit and recover 
the money invested in the stock. 

For instance, in Guerin Theatre Seating 
System v. Guerin, 112 So. 34, it was disclosed 
that the Guerin Theatre Seating System, Inc., 
owners of the above mentioned Johnson and 
Guerin patents, had published in the New 
Orleans daily papers an advertisement, in 
part, as follows : 

"Guerin Theatre Seating System Is Now 
Operating in the New Million Dollar Theatre 
of Los Angeles. 

"The owner says it is increasing his receipts 
by $150 to $250 per day! These wonderful 
systems will make and earn thousands yearly 
for theatres, yet cost them practically nothing. 
Vacant Seat Indicator in Grauman's Million 
Dollar Theatre, Los Angeles, California. 

"Only five out of every 100 theatres would 
make every investment of $100. Now worth 
$4,000. _ 

'An investment opportunity equalling all the 
great possibilities of oil . . ." 

An investor who purchased $5,000 worth 
of stock from the Guerin Theatre System, 
Inc., discovered that the Hansen invention and 
not the Guerin system vras installed in the 
Grauman theatre in Los Angeles. The in- 
ventor instituted court proceedure to recover. 

However, the court held the investor en- 
titled to recover the money invested in the 
stock, saying : 

^ * :!; 

"It was deliberate imposition upon the gen- 
eral public to advertise in the newspapers or 
in circulars any claim that the Hansen patent, 
then operated in the Grauman Million Dollar 
theatre, in Los Angeles, the center of the pic- 
ture show industry, was the installation of the 
great Guerin seating system. . . . The excuse 
offered by the promoters of plaintiff (Guerin) 
corporation that the original Hansen patent 
was an infringement on the later Johnson pat- 
ent covering the same basic idea, with slight 
improvements, and that they were therefore 
justified in using the advertisement and cir- 
cular, in this case does not impress us as 
heing a good or valid reason for their con- 
duct." 

This court, also, quoted the established law 
on this subject, as follows: 

"It may be laid down as a general rule, 
therefore, that any false representation of a 
material fact, . . . with knowledge that it is 
false, or recklessly and without any knowl- 
edge as to its truth or falsity, if relied upon 
by a person to whom it is made in subscrib- 
ing for shares, is such fraud as entitles him 
(investor) to rescind his subscription, or 
maintain an action for damages." 



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SCREEN 



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BETTER THEATRES SECTION OF 






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April 14, 1928 

Lobby and Its 
Treatment 

(^Continued from page 42) 

circulating water. Only two or three pails of 
water are required. Turn the switch and you 
have a colorful, soarkling effect that is ever- 
changing and attractive, and at small cost. 
When you get tired of it and the gold fish die 
or get stolen, you disconnect the plug under- 
neath in the basement, bail out the water and 
store the device or rent it to the florist down 
on the corner for his show-window. 

The plain wall-surfaces are now a vertical 
textured Morene in a warm yellow, high- 
lighted with dull gold, and as such are quite 
convincing, without being bizarre. Some day, 
perhaps, an owner may throw in another 
$1,000 or so, and then we will do these sur- 
faces in a vertical, figured, warm ivory onsnc, 
sand-blast a strip some four inches wide, with 
a running design, and overlay the sand-blasted 
design with dull Pompeian red and a touch of 
Egyptian blue and gold. I think, thus im- 
proved, the whole effect would be worth the 
added cost. 

This lobby gets by fairly well in a small 
town when done right. This work is erected 
with all protruding angles protected forever 
by the use of the Eichenlaub solid brass, 
marble comer-bead, furnished in triple gold 
plate, with special spun end-finish. Since the 
onyx material is very expensive, it is used in 
rather thin sections. This marble corner-bead 
with specially designed ends spun on each 
piece, not only protect such corners from 
chipping and breaking, where they can never 
be successfully patched, but they make the 
work look heavy and solid and quite put the 
finishing touch on the whole conception, at a 
cost of about $40 extra. 



Insurance Worth 
$100,000,000 Will 
Protect Theatres 

By ERNEST A. ROVELSTAD 

MORE than $100,000,000 in insurance 
will be taken out by exhibitors this 
year on new theatre construction. 

This huge total, conservatively estimated on 
the basis of $296,000,000 to be spent for new 
theatres in 1928, as forecast in the January 
issue of "Better Theatres," exemplifies the 
increasingly tremendous factor which the mo- 
tion picture theatre represents in the insurance 
industry. 

Eighty per cent of the fair cash value of 
theatre property is insured, according to of- 
ficials of leading insurance companies with 
offices in Chicago and executives of the Board 
of Underwriters for Cook Coimty. This 
average is reached by the estimate that the 
number of cases of the carrying of 90 and 
even 100 per cent insurance offsets the in- 
stances of the carrying of less than 80 per 
cent or even none at all. 

The total of a hundred millions in insurance 
business to be done in 1928 on new construc- 
tion becomes all the more imposing when one 
considers the fact that the involved realty, or 
sites, and foundations are not reckoned in 
the writing of policies. 

One reason for the 80 per cent average is 
that with the rise of the motion picture thea- 
tre to first rank in construction of amusement 
places, much of the building activity is on a 
mortgage basis, and the mortgagors require 
insurance of the property as a guarantee of 
their investment, according to Albert Richers, 
underwriter of the firm of Klee, Rogers, Wile 
& Loeb, a leading insurance agency in 
Chicago. 

"Then, too," said Mr. Richers, "there has 
been a definite growth in what one might call 
insurance consciousness among theatre own- 
ers, a realization of the necessity of carrying 
insurance as a protection of their investment." 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



49 



Nevertheless, while insurance of 80 per cent 
of the total insurable property indicates a 
proper attention on the part of theatre owners 
to the value of insurance as such, there are 
many ways in which an exhibitor can reduce 
the cost of his insurance, and practically all 
these can be achieved by making his theatre 
truly a BETTER theatre. 

* * * 

Basically, the building should be fireproof 
with sprinklers over the stage. Fireproof 
construction means a combination of brick, 
stone, steel and reinforced concrete. It was 
suggested also that the owner of a new thea- 
tre have accredited appraisers make a valua- 
tion of the property for insurance purposes. 
The reason for this is that the basis of the 
insurance is the actual cash value, as: given by 
the insured, at the time the policy is taken 
out. If, after a fire, the valuation given by 
the insured is considered too high, the com- 
pany's own appraisers make a close survey of 
the total value of the property. If accredited 
appraisers have made the estimate, such esti- 
mate will not necesJsarily be questioned. Fur- 
thermore, in case the loss from the fire does 
not exceed 2 per cent of the total insurance in 
force at the time, no special inventory or 
appraisement of the undamaged property shall 
be required. 

The greatest cost to the theatre owner in 
insurance is sub-standard booth construction. 
Following are outstanding factors in connec- 
tion with the booth, upon which the rate of 
insurance is gauged: 

Fireproof construction. 

Protected entrance and self-closing door. 

Number and protection of openings for each 
machine. 

Automatic closers. 

Ventilator and damper. 

Combustible material in booth (exclusive of 
film in use). 

Approved chemical extinguisher. 

In direct proportion as the features of the 
booth are up to standard fireprof so will the 
exhibitor save money on insurance rates. The 
same is true also of thd motion picture 
machine. Outstanding among the angles taken 
into account here in fixing the rates are: 

Safety projection devices. 

Proper construction of magazine and re- 
cevuing box. 

Secure fastening of handle to machine. 

Shutter in front of condenser, and how 
closed. 

Hand or power operation. 

Keeping of extra films in metal boxes with 
tight-fitting covers. 

Use of benzine, and if so, how kept. 

* * * 

Many of these factors can be determined in 
advance by proper construction and equipment 
when the theatre is built, followed up by just 
as careful maintenance. 

Original construction as far as auditorium 
and stage are concerned also plays a vital role 
in determining the cost of insurance to the 
exhibitor. For example, addition of dressing 
rooms after the original construction of the 
theatre is likely to increase the insurance cost, 
because boarded partitions probably vnll be 
used, and these obviously increase the fire 
hazard. To state it conversely, the exhibitor 
who visions his dressing-room needs, and pro- 
vides for them before building begins, is sav- 
ing himself money from the start. A parallel 
is provision for a repair shop. Adding a 
boarded-off room after the theatre is com- 
pleted is not only adding construction cost at 
that hour but is piling up insurance expense 
that could have been avoided. 

Here are some of the features inquired into 
by the surveyor for the insurance company as 
far as auditorium and stage are concerned : 

* * * 
Systems of lighting and heating. 
Number of seats and how fastened to the 

floor. 
Dressing rooms — lighting, heating and con- 



LIKE MAGIC! 

THE GALLAGHER MOBILE 
STAGE ORCHESTRA LIFT 

Individual platforms that raise and lower 
Entire stage moves forward and back 
All under instant control of the Leader 

Adopted by one of the largest theatre 
chains for two of their new theatres 

Complete particulars on request 
Write now 

GALLAGHER ORCHESTRA EQUIPMENT COMPANY 

616 Elm Street, Chicago, IlL 
West Coast Oflice— 1487 W. Washington BouL, Los Angeles, Calif. 



WERTSNER'S 
NEW CRYSTAL WHITE SCREEN 

The finest screen ever produced for use with High 
Intensity Light. 

Made of strong duck without a seam. 

No distortion and brings out the picture in a wealth 
of detail. 

Ask for demonstration and be convinced this screen 
is all we claim. WRITE FOR SAMPLE AND 
FURTHER PARTICULARS. 

A few recent installations of WERTSNER'S 
CRYSTAL WHITE SCREEN: 

Mosque Theatre, Richmond, Va. 
New Stemley Theatre, Baltimore, Md. 
St. George Playhouse, Brooklyn, N. Y. 
New Stanley Theatre, Pittsburgh, Pa. 
New Stanley Theatre, Jersey City, N. J. 

Manufactured by 

C. S. WERTSNER & SON 

211-221 North 13th St. Philadelphia, Pa. 



50 



BETTER THEATRES SECTION OF 



Your Organ 
Needs Protection! 

Changeable days so warm and bright today; so wet and 

cold tomorrow. That's characteristic of spring. Sudden tem- 
perature changes 90° today, 40° degrees tomorrow. That, 

too, is characteristic of spring. Not only does this occur in the 
North but the South, too, finds spring time changeable. 

Your organ needs protection from these elements. It needs a 
steady dry even heat. Heat that circulates throughout the organ 
chamber keeping the pipes and chests warm and dry regardless 
of w^eather conditions out of doors. 

Evenheeters are organ heaters. They are made to combat all 
weather conditions. They are made to protect the organ from 
the elements. They are made to keep the organ chamber warm 
and dry so that no cold or dampness can harm the organ. 
. No other heater can heat your organ chamber as w^ell as 
Evenheeters. No other heater has that "chimney draft" fea- 
ture the heated air shoots from the top of the Evenheeter to 

circulate around the pipes and chests and relays, where it is 
most needed. Then after it has circulated ceilingward it is 
sucked back through the Evenheeter, heating on its return to 
the heater every part of the organ chamber with a smooth 
even heat. 

That's why you should install Evenheeters. They -wiU heat 
your organ chamber correctly. They will keep it heated at any 
required temperature and they w^ill heat it writh less electric en- 
ergy than any other type heater requires. 




EVENHEETERS 

CRAMBLET ENG. CORP. 

286 Milwaukee St., Milwaukee 



Recommended by 
Organ Manufac- 
turers, approved by 
Nationally known 
Architects, in- 
stalled in Promi- 
nent Theatres. 
Endorsed by The- 
atre Chains of 
National Scope. 




Ill ^Not Palaverl 

STRONG 

Reflector Arc Lamp 

Is the fastest selling because 

No relays 

No condensers 

Its simplicity 

Its durability 

STRONG 

Rectifiers 

Gives you dependable direct current 
at less cost per kilow^att hour 
No moving parts 

No extra wiring necessary 
Quickly Installed 

Sold by reliable Independent dealers everywhere 

The Strong Electric Company 



2501 Lagrange Street 



Toledo, Ohio 



April 14, 1928 

dition. (Use of gas in the dressing rooms 
adds to insurance cost.) 

Use of vaudeville. 

Asbestos fire curtain, screen, other curtains 
(number and material). 

Borders or flies, wings, lifting scenery. 

Fire protection of stage and auditorium. 

Auditorium floor construction, as concrete 
on ground. 



The reason each of the items listed in the 
foregoing has a direct effect upon the amount 
paid for insurance is that a flat rate is set 
upon the building and from this standard, 
based upon the Dean schedule, additions are 
made to cost or reductions are allowed in 
accordance with modern improvements — or 
lack of them — in the theatre construction, 
equipment and maintenance. 

Two general systems of theatre insurance 
are in operation. All insurance on mercantile 
buildings, which includes theatres, is written 
on a basis of 80 per cent as a minimum of 
co-insurance which a theatre should carry, 
where only the building is concerned, or 90 
per cent under the "building and contents" 
blanket insurance. 

Under the 80 per cent plan, the saving to 
the exhibitor by taking out 80 per cent is 
illustrated as follows : 

Presume the property valuation at $100,000. 
If 80 per cent insurance is carried, the com- 
pany paj's the loss in full up to $80,000. But 
say the theatre carries $60,000. In this case 
the insured is required to pay one-fourth of 
the loss. This figure is arrived at by the 
$20,000 deficiency being one-fourth of the 80 
per cent required insurance. 

It is under this type of insurance that a 
saving of 5 per cent is gained by the exhibitor 
by insuring 90 per cent of the total value, and 
10 per cent by insuring 100 per cent. 



While insurance officials stated there was no 
seasonal fluctuation of the business of writing 
policies, yet a particular series of events does 
have its effect upon the activity in taking par- 
ticular kinds of insurance. E. C. Upton, con- 
troller of Balaban & Katz, declared that riot 
and civil commotion insurance, which includes 
bombing, has been decidedly "popular" fol- 
lowing the recent succession of bombing of 
motion picture theatres, as detailed in "Better 
Theatres." Likewise, the writing of burglary 
and robbery insurance — two distinct types of 
policies — is affected by a series of crimes of 
this nature. 

In this connection, insurance officials sug- 
gested that the use of inspected safes is not 
only advisable as a protection of the theatre 
owners' money but also as a basis for the 
protection afforded by insurance. In Illinois, 
exhibitors are afforded the advantage of the 
testing of their safes by the Underwriters' 
Laboratories, where those strong boxes which 
pass inspection satisfactorily are given a tag 
of approval. 

While public liability insurance (including 
elevator liability, where elevators are used) is 
written most extensively, as protection against 
accidents to patrons, the types of insurance 
being written for theatres are almost legion. 
Besides those mentioned in the foregoing 
there are workmen's compensation, steam 
boiler, tornado, rental, landlord's contingent, 
use and occupancy, water, sprinkler leakage, 
flood, fine arts, fidelity bonds, electrical ma- 
chinery, engine breaking, rain, group insur- 
ance for employes, life insurance for 
executives as compensation for the company 
in case of loss of an executive, and probably 
a number of other kinds of insurance of a 
more detailed type. 

Throughout the story of theatre insurance, 
however, runs the lesson of building a theatre 
properly, for efficiency and economy of opera- 
tion, for protection of patros, for protection 
of the owner's investment, and for obviating 
the higher insurance rates which shortsighted 
construction entails. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



51 



At right — A sec- 
tion of a ceihng 
and wall, show- 
ing the use of 
wood and the 
method of deco- 
ration so dis- 
tinctive in the 
C atl ow. The 
problem was to 
build a small 
town theatre for 
metro{>olitan •pa- 
trons, B arring- 
being suburban 
to Chicago. The 
use of lu o o d 
wherever pos- 
sible ivas the 
solution. 




B el o IV — The 
auditorium as it 
aji'^ears during 
a ■performance. 
Here the beauty 
of the o {> e n 
wooden trusses 
and the stencil 
d e CO rati ons is 
u} e 1 1 shown. 
Noteworthy, too, 
is the wooden 
organ loft at 
left. The a^ear- 
anc e is quite 
that of an old 
English manor 
hall. TheCatlow 
seats 850 and 
built at a cost 

of $82,000. 




Where Open Wooden Trusses Proved Beautiful 

This theatre is the charming Catlow at Barnngton, 111., designed by Betts & Holcomh. 
The use of wood proved a way to attractiveness and economy. 



52 



BETTER THEATRES SECTION OF 



April 14, 1928 




^QZZZZZZl 



XZTZZZ^ 




Minusa Cine Screen Company's new steel frame for screens. It is made of 
rolled steel and is extremely light. It is said that this frame is especially 
adapted for flying, there being no protruding lag screws, bolts or working ^arts. 
(Left) Detail showing method of clam-^ing screen to frame, also the device for 
stretching. (Right) Frame fully assembled, showing extensions attachable for 
dra'^es, etc. 



Unique Stencils Result in Novel 
Decorative Effects 

Betts & Holcomh erect beautiful theatre in Barrington, 111., at nominal cost 



THE building of a theatre at Barring- 
ton, Illinois, presented a problem the 
like of which has probably seldom 
been properly solved. Barrington is a town 
of only five thousand population, but is 
surrounded by many large estates and with 
several ultra-modern residential develop- 
ments in the outskirts, which fact meant 
that the clientele of this theatre would be to 
a large extent people of refinement and 
taste who would not patronize a theatre built 
along the usual lines of a small town picture 
house. On the other hand, a lavish ex- 
penditure for such a small town was out 
of the question. 

The problem was finally solved by decid- 
ing on a design of a domestic character, 
using wood wherever possible. 

The ceiling is composed of open wood 
trusses, with the timbers chamfered on the 
edges and with turned decorative pieces at 
the joints of the bottom chord. The pur- 
lins between the trusses are wood, as is also 
the roof boarding, which is 1% inch M & 
D fir. Ornamental wood bolsters catch the 
ends of the trusses, and the top member of 
these bolsters terminates in a grotesque 
mask. 

There is a high wood wainscot all around 
the auditorium, and the top members of 
this wainscot form a trough for the general 
lighting of the auditorium. Large wrought 
iron brackets on each pilaster carry four 
small lights, each deep blue in color which 
are emergency lighting. 

The facing for the organ chambers is of 
wood, with the top cresting sawed out of 
solid three-inch lumber. The lobby is an 
especially noteworthy example of where the 
actual structural members have been made 
to count for the decorative effect also. In 
this room, the lumber used for the trusses 
is rough-sawed, two-inch stuff just as re- 
ceived from the lumber yard, except that 
the edges have been chamfered, and the 



At Letst ! Cinema Comes 
To Montgomery Coimty 

(Special to Exhibitors Herald and 
Moving Picture World) 

UVALDA, GA., April 10. — The 
£rst theatre of any kind in Uvalda, 
and the Rist motion picture show in 
all Montgomery county, was opened 
recently when the Strand theatre pre- 
sented its initial performance. 

The theatre was opened by Charles 
J. Clark and his son, formerly resi- 
dents of Pittsburgh, Pa., but now cit- 
izens of the Uvalda section. The 
house is well arranged, comtortable 
and got off to a fine start. 



center pieces and side brackets of bolsters 
sawed out of rough lumber. 

The general effect of this house is how- 
ever by no means crude or rough, for the 
architects obtained the services of Alphonso 
lannelli for the decorative work, and the 
walls, ceilings and wood members are 
decorated with unique stencils in many 
colors. These stencils are not even second 
cousins to the usual stereotype painters' 
stencil, but are little gems of art and a won- 
derful example of the improvement that 
has come about in modern decoration. 

The Catlow theatre gives an impression 
of the intimate warmth and cozy quiet 
suitable in a suburban community. No at- 
tempt has been made here to produce great 
effects, but instead, the livable quality of a 
country cottage. Black trusses silhouette 
against the deep warmth of a red ceiling, 
with gold purlins, capping the auditorium, 
the gold-tinted walls of which are flooded 
with light from above the wainscot, reveal- 



ing ornaments and masks. The depth of 
tone in the wood wainscot and organ grilles 
is accented with color spots. The pro- 
scenium arch is richly ornamented with 
reds, golds, and white, giving a rich foil to 
the plain volumes of the wall surfaces, all 
contributing to the delight of suburban the- 
atregoers. 

The foyer, colorfully decorated with 
simple mottled walls, has a wood ceiling 
treatment in harmony with the auditorium. 
A fountain is here placed at the end of the 
foyer in a colorful niche of golds and reds, 
making a rich accent and point of interest. 
The lobby is also carried out in a har- 
monious way, with brick wainscoting, warm 
red tile floor, and blue and gold trusses. 
* * * 

In all, the attempt was to obtain a de- 
lightful entertainment house, suitable to the 
people who live in and around Barrington, 
and a playhouse to which they will be glad 
to return. This project, built at a cost of 
$82,000 (without the land) includes an 850- 
seat theatre, with a stage 16 feet deep and 
ample lobby and foyer, two large shops and 
four small two-room kitchenette apart- 
ments. 

This is the third of a series published 
by BETTER THEATRES on theatres de- 
signed by Betts & Holcomb, architects, to 
show what can be done on the smaller type 
of picture house, without a lavish outlay of 
money. 



« 



,99 



Backgrounds of Charm' 
Published by Wiggin's 

There has just reached the editor's desk 
a booklet called "Backgrounds of Enduring 
Charm," published by H. B. Wiggin's Sons 
Company of Bloomfield, N. J. This book- 
let, which describes various decorative 
background or wall material, is of especial 
interest to architects. 




April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



53 



U. S. Industry Must 
Push Foreign Mart, 
Mayer Emphasizes 

(Special to Exhibitors Herald and 
Moving Picture World) 

HOLLYWOOD, April 10.— With the cine- 
matic saturation point almost reached in the 
United States and the cost of pictures steadily 
increasing, the American motion picture in- 
dustry must, of necessity, develop its foreign 
markets and look to foreign countries for its 
future existence, Louis B. Mayer said today. 
The statement was based upon findings of a 
survey made by Arthur Loew, in charge of 
the Metro-Goldwyn-Mayer foreign depart- 
ment. 

The United States, according to the foreign 
market findings, has a film theatre for every 
5,500 citizens ; Great Britain, one for every 
11,000; France and Italy, one for every 14,000; 
Argentina, one for every 12,000, and Brazil, 
one for every 30,000. 

In the virtually virgin markets of India and 
China there is only one motion picture theatre 
for every 800,000 and 3,000,000 persons, Mr. 
Loew's report shows. 

"The cost of the finished film product is 
no greater if produced for the world than for 
one country or community," Mayer said. "It 
is therefore possible for the producer to de- 
velop markets that other industries cannot at- 
tempt to enter. M-G-M's income from coun- 
tries outside of the United States is today 
seven times greater than it was five years 
ago. It would not be surprising if the foreign 
income of the company five years from today 
is 100 per cent greater than today." 



Extension Course 
Is Inaugurated by 
Managers Institute 

The Moving Picture Theatre Managers In- 
stitute, 135 West 44th street. New York City, 
reports that its faculty has prepared for those 
connected with the trade an extension course 
in theatre management similar to their resi- 
dent school course. 

The extension course was presented to the 
New York State Department of Education. 
After a thorough investigation they have 
granted the institute an approval. 

The extension course will now enable those 
who are connected with theatres and desire 
to retain their present employment, to take 
advantage of the institute's training. 

Mr. Baltimore, the director of the institute, 
also reports that A. Kindleman, chief engi- 
neer of the International Projector Corpora- 
tion, gave a series of talks on "How to Se- 
cure Better Screen Results." Many practical 
demonstrations were given by Mr. Kindleman 
on projectors that were specially setup at the 
institute. 



Orchestraphone Supplies 
Music for African Film 

Orchestraphone supplied the musical ac- 
companiment for the Martin Johnson pic- 
ture of African native and animal life dur- 
ing its run at the Woods theatre in Chi- 
cago. 

The reproducing instrument, which won 
the applause of the audience, was installed 
by National Theatre Supply Company. 



Leo Pierson Joins Paramount 
HOLLYWOOD. — Leo Pierson, at one time a mo- 
tion picture actor, has joined the Paramount studios 
as business manager of the new Florence Vidor 
production, "The Magnificent Flirt." 



CONT-EL-ARC 

MOTOR GENERATORS FOR SMOOTH PROJECTION 




DEALERS: A few 
territories open. Write 
for details 



Manufactured By 



CONTINENTAL ELECTRIC CO., INC. 
325-327 Ferry St. Newark, N. J., U.S.A. 




B & L 
LENS TALKS 

No. 5 



ILLUMINATION 

Possibly the feature of the projected picture which 
most aifects the pleasure and comfort of the patron 
is brightness. 

This characteristic deserves more attention than it gen- 
erally receives, for the brightest picture is not neces- 
sarily the most satisfactory. Glaringly bright pictures 
are all too common in our theatres today. 
Illumination depends upon many factors, among which 
the lens is second only to the illuminant itself. The 
extent to which illumination is affected by the lens 
depends on the ratio of lens diameter to lens focal 
length. This ratio is called the speed or "F-Value" of 
the lens. .A speed of approximately f :2.3 to f:2.5 
has been employed for several years as standard for 
high grade projection lenses. 

The limit is set for lens diameter by the increasing 
difficulty of correcting aberration, but even if this were 
not the case, another consideration determines an ef- 
fective limit. This is the difficulty of obtaining and 
maintaining sharp focus with lenses of too high speed. 
Such lenses require a ver>- accurate and sensitive 
focusing adjustment, but, what is worse, Iiccause of 
the buckling of the film the picture seldom appears in 
focus for more than a few seconds, no matter what the 
adjustments may be. 

BAUSCH & LOMB OPTIC.VL COMPANY 
652 St. Paul St. ROCHESTER. X. Y. 



54 



BETTER THEATRES SECTION OF 



April 14, 1928 



The 




RAVEN HAWI8NE SCREEN 



Is Made In 
FOUR TYPES 

One For Each Light Source 



1476 Broadway 



Consult Your Dealer Or Us 
Raven Screen Corporation 



New York, N. Y. 



PAINE EXPANSION SHELLS 

For Anch<Nring Opera Chairs to Concrete Floors 

Will not come loose when properly set 




Furnished with bolts and washers ready 
to install. J/^" size shell most gen- 
erally used for repair work as well as 
original installations. The most satis- 
factory way to permanently anchor a 
chair to concrete. 

Send for samples and prices 

THE PAINE COMPANY 

2951 Carroll Ave. 79 Barclay St. 




Type No. 1 



Chicago, 111. 



New York, N. Y. 



Type No. 2 



CONTROL ! 



NOISELESS 

POSITIVE 

ELECTRIC 




For All Ventilating Systems 



ABOVE ALL, THROUGH ITS SIM- 
PLICITY, PRESENTS MULTI-SPEED 
CONTROL, OPERATED FROM BOX 
OFFICE OR MANAGERS OFFICE, IN 
FACT, FROM ANY POINT IN THE 
BUILDING. A TURN OF THE DIAL 
IN ONE DIRECTION, AND THE FAN 
SPEEDS IN ITS OPERATION; A TURN 
IN THE OPPOSITE DIRECTION AND 
IT SLOWS OPERATION. 



POSITIVE, VARIABLE CONTROL 
FROM ANY POINT IN THE 
HOUSE AT YOUR FINGERTIPS. 



Watch for Future 
Announcement 



BUZZARD SALES CO. 



iha 



Nebr. 



The Proper Control of Light 
On Your Screen 

Picture films vary as well as current conditions. 
Your projectionist can adjust his arc current to 
always give you a clear, bright picture if you 
equip with PERFECTION. Current sarlag also is 
a result of PERFECTION equipment, for he need 
not use full current till the actual projection is 
started. 



PERFECTION 



REMOTE CONTROL RHEOSTATS 

An Ever Groicing List of Satisfied Vaors: 



Roxy Theatre — New York 

City 
Paramount Theatre — ^New 

York City 
Bialto Theatre — New York 

City 
Bivoli Theatre — New York 

City 
Loew'3 State Theatre — New 

York City 
Loew's State Theatre — New- 
ark, N. J. 
Iioew's Texas Theatre — 

Houston. Texas 
Loew's 86th St.— Brooklyn, 

N. Y. 
Loew's State — Columbus, O. 
Astor Theatre — New York 

City 



Proctor's 86th St. — New 
York City 

Cohan Theatre — ^New York 
City 

Publix Theatre — ^Buffalo. 
N. Y. 

New Capitol — ^Bin^hamton, 
N. Y. 

Keith's Theatre — Phllftdel- 
phia 

Carman Theatre — Philadel- 
phia 

P r o 6 t r's Theatre — New 
BocheUe. N. Y. 

Proctor's Theatre — W h 1 1 e 
Plains, N. Y. 

Fox's Washington — ^Wash- 
ington, D. C. 

—and many others 



Sold by Theatre Supply Dealeri 

HOFFMANN & SOONS 

Mfg. Division 
387 First Avenue New York Qty 

Contracting Electrical Engineers — Moving Pic- 
ture Theatre Electrical Specialists 



Loew's Midland 
Wins Award 

(Continued from page 36) 

isting front as to present an entirely different 
architectural aspect. 

POINTS OF AWARD 

/. For architectural excellence of the 
interior 4 points. The architectural 
value of the building will apply only to 
the exterior. 

2. For honest material as it appears 
on the exterior, z points. The architec- 
tural correctness tvith special stress to 
be laid upon the fact that the material 
should not be disguised and that it 
should not be painted or treated so as to 
appear as some other material, neither 
should the material be used in im,itation 
of some other material. For instance, 
no sheet iron should he permitted to ap- 
pear as stone. 

3. For the improvement to the neigh- 
borhood 2 points. Great importance is 
attached to the locality in which the 
building has been erected with the view 
to determine whether or not the archi- 
tectural aspect of the locality has been 
improved by the new or altered build- 
ing. 

4. For an appearance harmonious to 
the use to which it is to be put 2 points. 
The appearance of the building should 
be harmonious to the use to which it is 
to be put. For instance, no cloister-like 
structure should be erected for an office 
building. 

Total, 10 points. 

The committee of award will consist of 
three architects and three lay members, to be 
appointed by the directors of the Business 
District League. 

When in the judgment of the committee the 
new or altered buildings are not worthy of 
the award, any or all of the medals and certi- 
ficate may be withheld by it. 

Awards will be made each year at the an- 
nual meeting of the Business District League 
on the second Tuesday in February. 



Decorating the Theatre, 
by Lasher 

(Contniued from page 11) 

is the one I recommend and shall suggest 
throughout these articles, because of its 
great economy in labor and beautiful effects 
— no other system can be applied. Should 
the decorator attempt to introduce the older 
method, that of palette and brush, with 
opaque colors, much of the harmony of 
the room would be lost. And, of course, 
the labor cost would mount, too. More- 
over, to add floral decorations, for example, 
by the older method, the value of the trans- 
parency scheme would be reduced, for the 
transparency of a floral design is essen- 
tial. 

In using the wipe-out system, the deco- 
ration is applied to the surface immediately 
after attaining the proper tone and blend 
of the background. It is not necessary to 
wait until the background is dry. Each 
section is completed before work on the 
next is begun. 



Midland Adds 2 Theatres 

(Special to Exhibitors Herald and 
Moving Picture World) 

KANSAS CITY, April 10.— The Palace 
and Grand theatres of Muscatine, Iowa, 
which have been under Universal manage- 
ment for the last two years, have been 
purchased by the Midland Theatre Circuit 
of Kansas City. 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



55 



200 in Attendance at Sessions 
of Screen Engineers 

By DOUGLAS HODGES 



HOLLYWOOD, April 10.— Fred Niblo, di- 
rector, John C. Boyle, cameraman, and Fred 
Beetson, Hays office representative, opened the 
first day's meeting of the Society of Motion 
Picture Engineers here Monday with welcome 
addresses to the 200 delegates to the conven- 
tion. 

The outstanding work of the six-day meet- 
ing consists briefly of acquainting its mem- 
bers with a thorough knowledge of progress 
being made in further development of sound 
motion pictures and of investigating other 
methods by which technical cinema develop- 
ments might be attained. 

The meeting reached a high point of en- 
thusiasm early when all delegates met at the 
Chamber of Commerce Alonday night for a 
banquet. The speech of the evening was de- 
livered by Daniel B. Clark, president of the 
American Society of Cinematographers. Sev- 
eral dozens of cameramen were present. 

Summaries of several of the addresses to 
be delivered during the sessions follow. A 
complete report of the meetings will be pub- 
lished next month. 



Theatre Management 

by 

Harold B. Franklin, President, West Coast 

Theatres, Inc. 

The paper will cover an analysis of the de- 
tails of theatre management and the public — • 
the functions and procedure based on prac- 
tical experience. 

The development of motion picture theatres, 
building, equipment, and managing. 

It will cover the various departments of 
management and survey, construction of the 
theatre, through to the development of effi- 
cient house staffs, as well as the arrangement 
of programs. 

It will cover the training and maintaining of 
a theatre organization that functions smooth- 
ly and that provides adequate safety methods 
for the protection of the public as well as em- 
ployes, and will present the ideals regarding 
service and good showmanship. 

The paper will cover theatre advertising as 
well as exploitation, and what will be presented 
will represent methods based on experience in 
every department of administration of the mo- 
tion picture theatre. 



Importance of Good Projection to the 
Producer 

by 

F. H. Richardson, New York. N. Y. 

Producers have never given very serious 
thought to the influence of projection condi- 
tions on their pictures. The entertainment 
value of a motion picture can be reduced 50 
per cent by faulty projection. The injustice 
done to all concerned by the carelessness of 
those responsible for the bad projection fre- 
quently seen must be stopped by a concerted 
effort of the producers and artists. 



The Measurement of Pulsating Currents 

by 

W. Nelson Goodwin, Jr., Chief Electrical 

Engineer, Weston Electrical Instrument 

Company, Newark, N. J. 
Measurements of pulsating electrical cur- 
rents such as those which result from the rec- 



tification of alternating current must be made 
on instruments of a type adapted for the use 
to which the current is put. In some uses 
such as battery charging and electric arc light- 
ing the indication given by the instrument 
should be in direct proportion to the average 
current used but with incandescent lamps and 
heating devices the effect produced increases 
faster than current is increased so that the 
measuring device must operate on different 
principles. The measurement of rectified cur- 
{Continved on next page") 









H|BB 


9H 


Best Heat 
Shield 


mf^^S^ 


w^ 




BI , :_^ 


■ m 

■ 


built to 
stand the 




^^^\.- 


Heat of Hi- 


iBl^ 


^^*^^' 


intensity 
Arcs 


fraL 


i 


Best Devices 

Co. 

Film Bldg. 

Cleveland 


^^ 


■P- 


Ohio 



LEARN 

MODERN 
THEATRE 

MANAGEMENT 

By either attending the Institute's resi- 
dent school or through the Institute s 
extension course. 

Write for information 

MOVING PICTURE THEATRE 
MANAGERS INSTITUTE 

The Business School of the Theatre 

135 West 44th St. New York City 

Approved by the New Tork State Department 
of Education as a Home Study School. 




These Programs Cost 
You Nothing 

Snappy pictures and stories about 
all the prominent stars make these 
fascinating programs popular. 

Both the 4 and 8 page sizes have 
plenty of blank space left for your 
own advertising or that of others. 
The revenue from two or three 
local merchants' advertising will 
pay their slight cost. The programs 
cost you nothing. 

Write for samples and further 
information 

GRAVURE PUBLICATIONS 

Box 216 

Appleton, Wisconsin 



Designing — Painting — Draperies 

Creators of Scenic Effects 

SCENIC 




STUDIOS 

Serving representative presentation 
houses throughout the country 



307 "West 47th St. 



Now York City 



i c h a r d 





5.. 



c kn 



e r 



tage Equipment 

Fire Cmfdiiis Coinitfrtcfight Sv-vfc)'; 
Motor Driven Cycloramds 

HydraiiUc Chcc\ Light Bridge ^ 



Console - Orchestra - Stage Elevators 




S32-510 W. 22nd St. 



rs'ow York (.itv 



56 



BETTER THEATRES SECTION OF 



AprU 14, 1928 



(_Continued from preceding page) 
rent used in motion picture work is depend- 
able only when made with an instrument 
suited to the service performed. 

* * * 

Some Notes on the Making of Duplicate 

Negatives 

by 

E. Huse and C. E. Ives, Eastman Kodak 

Company, Hollywood, Cal. 
One small ribbon of motion picture film em- 
bodies the results of all of the effort and ex- 
pense involved in producing a motion picture. 
Until recently, no satisfactory way was known 
for making extra copies of this valuable origi- 
nal film. Now it is possible by the use of a 
special motion picture film to make an indefi- 
nite number of duplicates of a valuable film 
which are equallj' satisfactory for use. When 
this film is used properly, it is possible to cor- 



iviih , 



'Flashers 



Douglas Fairbanks gets over big be- 
cause he puts action in his pictures. 
Your electric sign will get your name 
over with a far greater number of 
people if stirred to action by a Reco 
Flasher. Saves its costs in current 
saving. -c>:E;'K-^ff03t«I>Ci 

Also B a 2651 W. Congress St. 



Color Hoods. 
Traffic Con- 
trols. Sign- 
board Eeflec- 
tors. Food 
Mixers, Veg- < 
etable Peel- ' 
ers, etc. 



Chicago 



EVERYTHING FOR 
THE STAGE 



cenicStudios 

TIFFIN. OHIO 



ESTABLISHED) 1908 



Send for Catalogue 




_x^ r HOUR A >^. 
SERVICE 



CIRCUS H(RDL05 

P/?OGR^Wr 
0RTfJPO$T(eR5 



EXHIBITORS 

Printing Service 

711 South Dearborn Street 
CHICAGO, ILL. 



rect certain deficiencies which exist in the 
original, thus making a duplicate which is 
preferable to the original. Modern large scale 
production of photodramas is greatly assisted 
by the use of the improved duplicate negative. 

* * * 

Perspective Consideration in the Taking 

and Projecting of Motion Pictures 

by 

Arthur C. Hardy and R. W. Conant, 

Massachusetts Institute of 

Technology, Cambridge, 

Mass. 

The distortion that results in the projection 
of motion pictures from sitting too far to the 
side, or too far above or below the axis of 
projection, is only too well known. There is 
another form of distortion, however, which is 
quite generally overlooked, and which often 
gives the pictures an unnatural appearance. 
This is more apt to be serious with "talking" 
films when sounds originating within the pic- 
ture are reproduced in synchronism -with, the 
picture. Thus, if the scene is a closeup of an 
actor talking or singing, the sound may seem 
to originate from a point a considerable dis- 
tance in front of or behind the actor. Al- 
though this is sometimes due to faulty adjust- 
ment of the sound amplifier or to incorrect 
placing of the microphone or loud speaker, 
the effect may also be produced by the im- 
proper choice of lens in the talking camera. 

This paper is quite largely mathematical and 
is not easily abstracted. Equations are derived 
which permit the calculations of the correct 
focal length for the talking lens which under 
given conditions will produce the correct per- 
spective relationships in the center of the au- 
ditorium. ^ ^ . 

4= 4: * 

Long Life Photographic Carbons and a 
Light Transformer 

by 

E. A. Willi ford. National Carbon Company, 
Cleveland, O. 

A new type of arc carbon developed for use 
in motion picture studio lighting gives an il- 




K/fbnthly 

SllllDlE ne.^s 
(bp and about the 

OIKG^NIISI 

91HD IN TOUQ NAMf 
f^ ^~^ CHICAGO 



LOU SAMMS 

Radium Effects and Novelties 
Samples on Request 

177 North State Street 
CHICAGO, ILL. 



lumination quality resembling that of sunlight 
instead of the unnatural bluish light which was 
used formerly. For use with carbon arc lights 
a glass has been made available which trans- 
forms ultra-violet radiation called "invisible 
light" into useful greenish yellow light which 
when added to that given off by the arc lamp 
gives a very desirable quality of illumination. 

* * * 

Emergency Theatre Lighting Equipment 

by 

G. Dash, Hertner Electric Company, 

Cleveland, O. 

An electrical panelboard for motion picture 
theatres has been designed to switch over 
automatically to stage batteries in case of fail- 
ure of electric power supply. With this equip- 
ment the change takes place in such a way 
that the audience does not even notice that 
the power has failed. 

* * * 

The Automatic Film Rewinding and 
Splicing Machine 

by 
William F. McLougblin 

Torn edges and bad splices in motion picture 
film have been the frequent cause of accidents 
and fires. A large part of the work of a film 
exchange is that of inspecting and remaking 
splices. An entirely automatic machine has 
been designed, by which a perfect splice can 
be made in five seconds, whereas about one 
minute was required formerly. The splice 
made by this machine is accurate in shape 
instead of rectilinear and is made by a set of 
tools mounted on a turret as in an automatic 
screw machine. 

* * * 

Some Novel Projected Motion Picture 
Presentations 

by 

Lewis M. Townsend and Wm. W. 

Hennessy, Projection Department, 

Eastman Theatre and School of 

Music, Rochester, N. Y. 

Motion Picture projection is taking its place 
among the dramatic arts. The most recent 
accomplishments of scientific and engineering 
progress are made use of in presenting a more 
pleasing and complete motion picture enter- 
tainment. The dramatic effect in a photodrama 
is heightened by creating a desirable atmos- 
phere in the use of a suitable motion picture 
introduction. Certain scenes are given em- 
phasis by projection on an enlarged or reduced 
scale. 

In the modern theatre the transition from 
motion pictures to stage acts and the reverse 
are made smooth and pleasing by the use of 
special projection and lighting effects devised 
by the projection department. Animate back- 
grounds and harmonious lighting are given to 
stage acts by projection. Elaborate acts are 
tending to disappear from the motion picture 
program as the possibilities of motion picture 
and lighting effects are more fully realized. 



Motion Picture Patents My Specialty 

PATENTS 

William N. Moore 

Patent Attorney 

Loan and Trust Building 
Washington, D. C. 

The first innportant step is to learn 
whether you can obtain a patent. Please 
send sketch of your invention wth 
$5.00, and 1 wrill examine the pertinent 
U. S. patents and inform you whether 
you are entitled to a patent, the cost 
and manner of procedure. Personal at- 
tention. Elstablished 35 years. 

Copyright your play $5.00 
Trade-Mark your goods or titles $30.00 



April 14, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



57 



BETTER THEATRES 
Information and 
Catalog Bureau 



"Better Theatres" offers on this page an individual service to 
its readers. Detailed information and catalogs conceming any 
product listed herewith will be sent to any theatre owner, man- 
ager, architect or projectionist. Just fill in the coupon below 
and mail to "Better Theatres" Division of Exhibitors Herald 
and Moving Picture World. Many of the products listed by 
this Bureau are advertised in this issue of "Better Theatres." 
See Advertisers Index. 



1 Accounting systems. 

2 Acoustical installations. 

3 Adapters, carbon. 

4 Adding, calculating machines. 

5 Admission signs. 

6 Addressing machines. 

7 Advertising novelties, materials. 

8 Advertising projects. 

9 Air conditioning equipment, 

10 Air dome tents. 

1 1 Aisle lights. 

12 Aisle rope. 

13 Alarm signals. 

14 Aro lamps, reflecting. 

15 Architectural service. 

16 Aro regulators. 

17 Artificial plants, flowers. 

18 Art titles. 

19 Automatic curtain control. 

20 Automatic prelection cutouts. 

21 Automatic sprinlders. 

21 Automatic sprinklers. 

B 

22 Balloons, advertising. 

23 Banners. 

24 Baskets, decorative. 

25 Bell-buzzer signal systems. 

26 Blocks, pulleys, stage-rigging. 

27 Blowers, hand. 

28 Booking agencies for musicians. 

29 Booking agencies (state kind). 

30 Bailers. 

31 Bolts, Chair anchor. 

32 Booths, projection. 

33 Booths, ticket. 

34 Box, logo chairs. 

35 Brass grills. 

36 Brass rails. 

37 Brokers-Theatre promotion. 

38 Bulletin tKtards, changeable. 

C 

39 Cable. 

40 Cabinets. 

41 Calcium lights. 

42 Cameras. 

43 Canopies for fronts. 

44 Carbons. 

45 Carbon sharpeners. 

46 Carbon wrenches. 

47 Carpets. 

48 Carpet cushion. 

49 Carpet Cleaning compound. 

50 Carpet covering. 

51 Cases, film shipping. 

52 Cement, film. 

53 Chair covers. 

54 Chairs, wicker. 

55 Chairs, theatre. 

56 Change makers. 
67 Changer overs. 

58 Color hoods. 

59 Color wheels. 

60 Condensers. 

D 

61 Date strips. 

62 Decorations (state kind). 



63 Decorators, theatre. 

64 Dimmers. 

65 Disinfectants — perfumed. 

66 Doors, fireproof. 

67 Draperies. 

68 Drinking fountains. 

69 Duplicating machines. 

E 

70 Electric circuit testing instru- 
ments. 

71 Electric fans. 

72 Electrical flowers. 

73 Electric power generating 
plants. 

74 Electric signs. 

75 Electric signal and control sys- 
tems. 

76 Emergency lighting plants. 

77 Exit light signs. 

F 

78 Film cleaners. 

79 Filmsplicing machine. 

80 Film tools (state kind). 

81 Film waxing machine. 

82 Fire alarms. 

83 File escapes. 

84 Fire extinguishers. 

85 Fire hose. 

86 Fire hose reels, carts. 

87 Fire proof curtains. 

88 Fire proof doors. 

89 Fire proofing materials. 

90 Fixtures, lighting. 

91 Flashlights. 

92 Flashers, Electric sign. 

93 Flood lighting. 

94 Floorlights. 

95 Floor covering. 

96 Floor runners. 

97 Flowers, artificial. 

98 Footlights. 

99 Fountains, decorative. 

100 Fountains, drinking. 

101 Frames-poster, lobby display. 

102 Fronts, metal theatre. 

103 Furnaces, coal burning. 

104 Furnaces, oil burning. 

105 Furniture, theatre. 

106 Fuses. 

G 

107 Generators. 

108 Grilles, brass. 

109 Gummed labels. 

1 10 Gypsum products. 

H 

11 1 Hardware, stage. 

112 Heating system, coal. 

1 13 Heating system, oil. 

114 Ink, pencils for slides. 

115 Insurance, Fire. 

1 16 Insurance, Rain. 

117 Interior decorating service. 

118 Interior Illuminated signs, 

J 

119 Janitors' supplies. 



120 Labels, film caution. 

121 Lamps, decorative. 

122 Lamp dip coloring. 

123 Lamps, general lighting. 

124 Lamps, incandescent projection. 

125 Lamps, high intensity. 

126 Lamps, reflecting aro. 

127 Lavatory equipment, furnish- 
ings. 

128 Lavatory fixtures. 

129 Ledgers, theatre. 

130 Lenses. 

131 Lights, exit. 

132 Lights, spot. 

133 Lighting fixtures. 

134 Lighting Installations. 

135 Lighting systems, complete. 

136 Linoleum. 

137 Liquid soap. 

138 Liquid soap containers. 

139 Lithographers. 

140 Lobby display frames. 

141 Lobby gazing balls. 

142 Lobby furniture. 

143 Lobby decorations. 

144 Lubricants (state kind). 

145 Luminous numbers. 

146 Luminous signs, interior, 
exterior. 

M 

147 Machines, ticket. 

148 Machines, pop corn. 

149 Machines, sanitary vending. 

150 Make up, boxes, theatrical. 

151 Marble. 

152 Marquise. 

153 Mats, leather. 

154 Mats and runners. 

155 Mazda projection adapters. 

156 Metal lath. 

157 Metal polish. 

158 Mirror, shades. 

159 Motor generators. 

160 Motion picture cable. 

161 Musical instruments (state 
kind). 

162 Music publishert. 

163 Music rolls. 

164 Music stands. 

N 

165 Napkins. 

166 Novelties, advertising. 

167 Nursery furnishings and 
equipment. 



168 Oil burners. 

169 Orchestral pieces. 

170 Orchestra pit fittings, furnish- 
ings. 

171 Organs. 

172 Organ novelty slides. 

173 Organ lifts. 

174 Organ chamber heaters. 

175 Ornamental fountains. 

176 Ornamental metal work. 



177 Ornamental metal theatre 
fronts. 

P 

178 Paint, screen. 

179 Paper drinking cups. 

180 Paper towels. 

181 Perfumers. 

182 Photo frames. 

183 Pianos. 

184 Picture sets. 

185 Player pianos. 

186 Plastic fixtures and decorations. 

187 Plumbing fixtures. 

188 Positive film. 

189 Posters. 

190 Poster frames. 

191 Poster lights. 

192 Poster paste. 

193 Portable projectors. 

194 Pottery decorative. 

195 Power generating plants. 

196 Printing, theatre. 

197 Programs. 

198 Program covers, 

199 Program signs, illuminated. 

200 Projection lamps. 

201 Projection machines. 

202 Projection machine parts. 

203 Projection room equipment. 

R 

204 Radiators. 

205 Radiator covers. 

206 Rails, brass. 

207 Rails, rope. 

208 Rain insurance. 

209 Rectifiers. 

210 Reconstruction service. 

211 Redecorating service. 

212 Reflectors (state kind). 

213 Refurnishing service. 

214 Regulators, Mazda. 

215 Reels. 

218 Reel end signals. 

217 Reel packing, carrying cases. 

218 Resonant orchestra platform. 

219 Reseating service. 

220 Rewinding film. 

221 Rheostats. 

222 Rigging, stage. 

223 Roofing materials. 

S 

224 Safes, film. 

225 Scenery, stage. 

226 Scenic artists' service. 

227 Screens. 

228 Screen paint. 

229 Seat covers. 

230 Seat Indicators, vacant. 

231 Seats, theatres. 

232 Signs (state kind). 

233 Signs, parking. 

234 Signals, reel end. 

235 Sign flashers, 

236 Sign-cloth. 

237 Sign lettering service. 

238 Sidewalk machines, corn pop- 
pers. 



239 Slides. 

240 Slide ink, pencils. 

241 Slide lanterns, 

242 Slide making outfits. 

243 Slide mats. 

244 Shutters, metal fire. 

245 Soap containers, liquid. 

246 Speed indicators. 

247 Spotlights. 

248 Stage doors-valances, etc. 

249 Stage lighting equipment. 

250 Stage lighting systems. 

251 Stage rigging-blocks, pulleys. 

252 Stage scenery. 

253 Stair treads. 

254 Statuary. 

255 Steel lockers. 

256 Stereopticons. 

257 Sweeping compounds. 

258 Switchboards. 

259 Switches, automatic. 

T 

260 Talley counters. 
281 Tapestries. 

262 Tax free music. 

263 Telephones, inter-communicat- 
ing. 

264 Temperature regulation system. 
205 Terra (^tta. 

266 Terminals. 

267 Theatre accounting systems. 

268 Theatre dimmers. 

269 Theatre seats. 

270 Tickets. 

271 Ticket booths. 

272 Ticket choppers. 

273 Ticket holders. 

274 Ticket raeks. 

275 Ticket selling machines. 

276 Tile. 

277 Tile stands. 

278 Tool cases, operator's. 

279 Towels, paper. 

280 Towels, cloth. 

281 Trailers. 

282 Transformers. 

283 Tripods. 

284 Turnstiles, registering. 

285 Typewriters. 

U 

286 Uniforms. 

V 

287 Valances, for boxes. 

288 Vase«, stone. 

289 Vacuum cleaners. 

290 Ventilating fans. 

291 Ventilating, cooling system. 

292 Ventilating systems, complete. 

293 Vending machines, soap, tow- 
els, napkins, etc. 

294 Vitrollte. 

W 

295 Wall burlap. 

296 Wall leather. 

297 Watchman's clocks. 

298 Water coolers. 

299 Wheels, color. 



USE THIS COUPON 



"BETTER THEATRES" DIVISION 
Exhibitors Herald and Moving Picture World 
407 South Dearborn Street, Chicago 

Gentlemen: I should like to receive reliable information on the following items: 

(Refer to Items by Number) 



Remarks : 



Name Theatre - City.. 

State - Seating Capacity 



58 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 14, 1928 



Advertised in This 

BETTER THEATRES SECTION 

(If you desire something not listed here, Exhibitors Information and Catalog 
Bureau published in this issue will get it for you.) 



Pagre 
AISLE LIGHTS 

Kausalite Mfg. Co 34 

8129 Rhodes Ave., Chicago, III. 

ANCHOR EXPANSION BOLTS 

The Paine Co 54 

2951 Carroll Ave., Chicago, III. 

AUTOMATIC CURTAIN 
CONTROL 

Automatic Devices Co. 44 

17 N. 7th St., Allentown, Pa. 

CARPET CUSHION 

Clinton Carpet Company 4 

130 No. Wells St., Chicago, Illinois 

CHANGE MAKERS 

Brandt Automatic Cashier Co 31 

Watertown, Wis. 

DIMMERS 

Cutler-Hammer Mfg. Co. 25 

Milwaukee, Wis. 

ELECTRIC FLASHERS, COLOR 
HOODS 

Reynolds EUectric Co 56 

2651 W. Congress St., Chicago, III. 

EQUIPMENT SUPPLIES 

National Theatre Supply Co Insert 

624 South Michigan Ave., Chicago, III. 

FILM CEMENT 

F. B. Griffin 24 

Oshkosh, Wis. 

FLOWERS, PLANTS — ARTIFICIAL 

G. Reising & Co 46 

227 W. Austin Ave., Chicago, III. 

GENERATORS 

Automatic Devices Co 44 

Allentown, Pa. 

Continental Electric Co 53 

323 Ferry St., Newark, N. I. 

Hertner Electric Co 35 

Cleveland, Ohio. 

Liberty Electric Company 34 

Stamford, Conn. 

Roth Brothers & Co 45 

1400 W. Adams' St., Chicago, III. 

HEAT SHIELDS 

Best Devices Company 55 

Film Building, Cleveland, O. 

LAMPS, HIGH INTENSITY 

Hall & Connolly, Inc 48 

129 Grand St., N. Y. C. 

LAMPS, REFLECTING ARC 

Strong Electric Co 50 

2501 Lagrange St., Toledo, Ohio. 

LENSES 

Bausch & Lomb 53 

Rochester, N. Y. 

LIGHTING FIXTURES 

The Voigt Company 45 

1743 No. 12th St., Philadelphia, Pa. 

MUSIC STANDS, STAGE LIFT 

Gallagher Orchestra Equip. Co 49 

616 W. Elm St., Chicago, III. 



Page 
ORGANS 

George Kilgen & Son, Inc Insert 

4016 N. Union Blvd., St. Louis, Mo. 

Marr & Colton Co 3rd Cover 

Warsaw, N. Y. 

Nelson-Wiggen Piano Co. 40 

1731 Belmont Ave., Chicago, III. 

Operators Piano Co. 28 

715 N. Kedzie Ave., Chicago, III. 

The Page Organ Co - 32 

519 No. Jackson St., Lima, Ohio. 

3. P. Seeburg Piano Co 24 

1510 Dayton St., Chicago, III. 

Rudolph Wurlitzer Co 2nd Cover 

Cincinnati, Ohio. 

ORGAN HEATERS 

Cramblet Eng. Corp 50 

286 Milwaukee St., Milwaukee, Wis. 

The Prometheus Elec. Corp 27 

356 W. 13th St., N. Y. C. 

PHONOGRAPHS 

Capehart Automatic Phonograph 
Corporation 5 

Huntington, Ind. 

POP CORN MACHINES 

C. Cretors Co 31 

612 W. 22nd St.. Chicago, III. 

PROJECTORS 

Enterprise Optical Co 4th Cover 

564 W. Randolph St., Chicago, III. 

International Proj. Corp Insert 

90 Gold St., N. Y. C. 

RADIUM LIGHT 

Louis E. Samms Studios 56 

177 N. State St., Chicago, III. 

RHEOSTATS 

Hoffman & Soons 54 

387 First Avenue, New York City 

SCREENS 

American Silversheet Co. 47 

915 Wash St., St. Louis, Mo. 

Crystal Movie Screen Corp 41 

1721 E. 27th St., Cleveland, O. 

Da-Lite Screen Co 30 

922 W. M'onroe St., Chicago, III. 

Minusa Cine Screen Co 44 

Morgan at Bomont, St. Louis, Mo. 

Raven Screen Corp 54 

1476 Broadway, N. Y. C. 

C. S. Wertsner & Son - 49 

221 No. 13th St., Philadelphia, Pa. 

SEATS 

American Seating Company 6 

14 E. Jackson Blvd., Chicago, III. 

Heywood- Wakefield Co 10 

209 Washington St., Boston, Mass. 

SIGNS — ELECTRIC 

Arnold Elec. Signs, Inc 22 

Kokomo, Ind. 

Flexlume Corporation _ 15 

Buffalo, N. Y. 

Milne Elec. Co 48 

614-18 Cherry St., Milwaukee, Wis. 

Willey Sign Company 39 

1559 Church St., Detroit, Mich. 

SLIDES 

J. F. Ransley _ 56 

54 W. Randolph St., Chicago. III. 



Page 
SOUND PROOFING SYSTEMS 

Stevens Soundproofing Co 26 

407 S. Dearborn St., Chicago, III. 

STAGE LIGHTING EQUIPMENT 

Frank Adam Elec. Co _ 1st Cover 

3650 Widnsor Ave., St. Louis, Mo. 

Belson Mfg. Company 46 

800 Sibley St., Chicago, III. 

Brenkert Light Proj. Co _ Insert 

7348 St. Aubin Ave., Detroit, Mich. 

Hub Electric Company _ 23 

2225 W. Grand Ave., Chicago, III. 

Kliegl Brothers 41 

321 W. 50th St.. N. Y. C. 

Milwaukee EUectric Switchboard Co. 40 

154 Clinton St., Milwaukee, Wis. 

STAGE RIGGING HARDWARE 

Richard R. Bruckner 55 

532 West 22nd, New York City 

J. H. Channon Corp 35 

223 W. Erie St., Chicago, III. 

J. R. Clancy _ 24 

Syracuse, N. Y. 

Peter Clark, Inc _ 39 

534 W. 30th St.. New York. N. Y. 

STAGE SCENERY 

Matney Studios _ 55 

307 W. 47th Street, N. Y. C. 

Tiffin Scenic Studios 56 

Tiffin, Ohio. 

THEATRE BUILDING SERVICE 

Midwest Engrg. & Const. Corp 8 

209 So. Third St., Columbus, Ohio. 

THEATRE PRINTING, PROGRAMS 

Exhibitors Printing Service 56 

711 S. Dearborn St., Chicago, III. 

Gravure Publications 55 

Box 216 Appleton, Wis. 

Theatre Ad Mat Service, Inc 26 

Uniontown, Penn. 

THEATRE TRAINING 

Moving Picture Theatre Managers' 

Institute _ _ 55 

135 W. 44th Street, N. Y. C. 

TICKETS 

Arcus Ticket Co „ 30 

348 N. Ashland Ave., Chicago, III. 

UNIFORMS 

Maier-Lavaty Co „ 38 

2141 Lincoln Ave.. Chicago, III. 

VENTILATING EQUIPMENT 

Artie Nu-Air Corp - 7 

500 So. Fourth St.. Minneapolis, Minn. 

Blizzard Fan Sales Co _ 54 

1514 Davenport St., Omaha. Neb. 

Lakeside Company 3 

Hermansville. Mich. 

Supreme Heat & Vent. Co _ „.. 19 

1915 Pine St., St. Louis. Mo. 

Typhoon Fan Co 47 

345 W. 39th St.. N. Y. C. 




IN THESE NEW CHICAGO THEATRES, 
Musically Speaking, its MARR and COLTON 



SHORE 
THEATRE 
Has a 3-man- 
iial Marr and 
Cotton organ. 



^ 1 1 S.Si' 3 i S ] 




RANDOLPH 
THEATRE 
Has a ^-man- 
ual Marr and 
Cotton origan 





When a theatre would be pipe-organicallv 
sound, the safest investment is a Marr and 
Colton instrument. 

This might be mere assertion, unless some- 
thing were said to reinforce it. In the Shore 
Theatre there was a very difficult problem to 
solve, of installing an organ of the size desired, 
in the meagre space provided for it. The Marr 
and Colton Company were the only organ build- 
ers able to make this particular installation, be- 
cause of a flexibility of construction peculiar 
to our methods. 



atn^ and 



'on 



AMERICA'S FINEST ORGAN 

Your problem may not be one solvable only by Marr and 
Colton, so far as the mechanics of installation are con- 
cerned. But you do want an instrument that is musicallv 
resourceful, tonally inspiring, and a proved box-office at- 
traction. 

The four theatres shown on this page will be glad to 
give you their opinion of the Marr and Colton organ, based 
on cold experience. 

Tf you are hiterestcd in baling further details 
J about Marr and Colton organs, write for 

our catalog. Estimates are also given icitb- 

out obligation on your part. 

THE MARR AND COLTON COMPANY 

WARSA"W, NEW YORK 



New York Office: 
Suite 2015 Paramount BUtf. 



Chicago Office: 
708 Congrcis Bank BIdg, 




Jr LEASE send further dct.iils .ibouc .\l.irr 
and Colton organs. 

Narnt 

Address 

I 

J 

N,ime of Thcjtrt 



E H .\piil 




And Now- For The First Time ! 

CJ "Balanced T)ouhle Bearing 
S all Bearing IntermittentJ[{oVemenf 



\ 



< 













> 



A Motion Picture Projector can be no 
better than its intermittent movement! Perfec- 
tion in screen results depends upon the perfect 
functioning of this, the most vital unit of the 
entire projector. 

The DeLuxe Double-Bearing Ball-Bearing 
Intermittent Movement is the highest develop- 
ment of intermittent movement construction 
and design. Its perfectly balanced construction, 
extremely accurate machining, hardened, tem- 
pered and ground parts all contribute to the 
smooth, rock-steady projection it produces and 
its long wear and consistent performance, 
month after month v^^ithout upkeep expense. 

The Motiograph DeLuxe is the only pro- 
jector made with Bail-Bearing Intermittent 
Movement. 

It is a w^onder fully made and wonderfully 
finished product. 

ENTERPRISE OPTICAL MFG. CO. 

564 West Randolph Street, CHICAGO, ILL. 





lEXHIBITOM 



THE OPEN SEASON 



FOR THE SAP! 




Ifs getting so that Spring 
means nothing hut blah about 
next season — Let the saps talk 
but donH listen — 

NOW IS THE TIME FOR PICTURES 

others TALK 'em — ii^e DELIVER 'em 



FOR EXAMPLE 

BEN-HUR, THE BIG 
PARADE, LOVE. THE 
STUDENT PRINCE, THE 
ENEMY. LONDON AFTER 
MIDNIGHT. THE PATSY 
THE SMART SET. BABY 
MINE. THE FAIR CO-ED, 
THIRTEENTH HOUR. 
WEST POINT, LATEST 
FROM PARIS. THE BIG 
CITY. THE DIVINE 
WOMAN. ETC . ETC., ETC 




OR THE REST 
SEASON 

SINGAPORE, 
, L A L' G H , 
GH(Chaney). 
KIES (Dam- 
E ACTRESS 
I A M O N D 
(Jouii CruM- 
O S S A C K S 
SKIRTS (Syd 
ETECTIVES 
Arthur). TELLiNG 
The VkORLD (Haines) - 
J. ..I Mojv_Mof<r: More! 



!VI-<»I 



F IMPORTANT COMPANY 



Whole Vol. 91, No. 3 ( Vol. 33, No. 6) 



Entered as second-class mailer, Aiitjust 3(>, ^^.'.^ uj ihe Post Office at Chicaoo, III., undtr Ike act of March J 
1879. Published weekly at 407 South Dearborn St., Chicago. SubscriptioH ti.OO a year. Single copies, 2i cents'. 



April 21, 1928 




Matchless 
jyfusical Attraction 

cAo feature of themagEificent 
netO J^QV) - United ArtisS - Penn 
Theatre at Pittsburg ii)as more en- 
thusiasticallij received than the 
uX)nderful RoWt MM-ton Philhar- 
monic UnitQi'j^an. 

Qhe World's hading sho\omen 
everywhere- the more pro^-essiVQ 
exhibitors, are taking cta])mfa§e 
of the box officQ VaJue of the ^ 
Robert Msrton (//i/tOr^an. 

RoWi^t M»i*i:oii Oj'ioifis are distinc- 
tiVelij different £*oin all others. Unap- 
proaclied grandeur and beautijof tono. 
Greater orchestral and theatrical re - 
sources and structural impnoVcments ^und 
in no other mstruinent,inakc it the-^ 
supreme musical instrument of dl time. 



New York. 

l$bO Broadway 



Chic Ago 
624 So.MicKi^aiv 

SinFrancisco 

166 GcUen Gate 



Los Angeles 
1914 SoVennont 







iff\ 



,.Gold^^M' 



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GENUINE OEAGAN PERCUSSIONS USED 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



greatest gross 
ever rolled up 
in one week 
by one picture 
in history of 
show business! 




Harold Lloyd 



m 



ff 



Speedy'^ 



Produced by Harold Lloyd 
Corp. A Paraniounl Release 



records 
go jlooeyl 

RIVOLI, NEW YORK 

"Speedy" opening breaks 
Saturday and Sunday house 
record ! 

AAA 

ROOSEVELT, CHICAGO 

" Speedy " opening tremen- 
dous. All reviews and com- 
ments great. 

AAA 

INDIANA, INT)IANAPOLIS 

65% of average weekly gross in 
first two days! 

AAA 

AMBASSADOR, ST. LOUIS 

More than 50% of average 
weekly gross in first two days! 

AAA 

RIALTO, DENYTR 

First three days S300 more 
than average weekly gross 
despite temperature below 
freezing ! 

AAA 

ARCADE, JACKSONVILLE 

50% of average iceekly gross in 
one day ! 

AAA 

TAMPA, TAMPA 

First day almost 50% of aver- 
age weekly gross ! 



LYRIC. AIoKEESPORT 

<>|HMied to more than 30% over 
average Saturdav business. 



FENWAY, BOSTON 

Business tremendous topping 
ro.or.l \u\il hv "Kid Brother." 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 19^8 




Produced by 

Harold Lloyd Corp^ 

A Paramount Release 



m/mmiim 



^^©Y© 



Mgaaj 




lj€t S Go! Mother* father, sieter, 
hrother — off for the big joy-ride with Harold 
Lloyd in *'Speedy." A year in the making, 
an hour and a half of laugh, laugh, laugh 1 
Get your seats early and watch Harold break 
all records for fun in "Speedy/* 




Special Newspaper Advertis- 
ing offered by Paramount. 



business is great! 

^ Clara Bow in "Red Hair" breaks every house record Olympia, New 
Haven, by more than a thousand dollars. ^ "^Xegion of the Condemned" 
opening week McVicker's, Chicago, tremendous! a 4 a a 



if 



sure^ business is great — 
you're playing PARAMOUNT! 



"Old Ironsides," Beery & Hatton in "Partners in Crime," Esther 
Ralston in "Something Always Happens," Emil Jannings in "The Last 
Command," Adolphe Menjou in "A Night of Mystery," Pola Negri in 
"Three Sinners," weekly hits, regardless of the season! Business is great! 



OLYMPIA, NEW HAVEN 

"Speedy" opening tremen- 
dous and will unquestionably 
make anew record. 



MILLION DOLLAR, LOS 
ANGELES 

Opening of Harold Lloyd in 
"Speedy" tremendously big. 
Previous Lloyd Sunday mati- 
nee record shattered by big 
margin. 

AAA 

MIAMI, PALM BEACH, 
MIAMI BEACH 

"Speedy" a clean-up. Critics, 
public and exhibitors claim 
it best Llovd ever. 



SEATTLE, WASH. 

"Speedy" grosses first four 
days three thousand dollars 
better than first four days 
"Kid Brother." Criticisms 
marvelous. 



MIDLAND, KANSAS CITY 

Biggest Saturday and Sunday 
since Christmas holidays. 
Audience ate it up. 



ROYAL, ATCHISON, KAS. 

First day's receipts 50% higher 
than first dav "Kid Brother.'' 



LYCEUM, DULUTH 

"Speedy" opened with the 
biggest business in months. 



SOUTHERN, COLUMBUS, 
OHIO 

"Speedy" opened to capacity 
business in spite of cold, 
stormy weather. 



ELECTRIC, 
SPRINGFIELD, MO. 

First day 35% better than 
"Kid Brother," 



'*** 






«4 



.>OCH)r^S^t\- 



Margaret 
Mann 

oAnother Miracle of the Movies 

whose leap from obscurity to fame in this John Ford production 
has made her the toast of two coasts. 



At the GAIETY THEATRE 

New York/Tour Sons" has been S.R.O. 
twice daily since opening, February i3.th. 



At the CARTHAY CIRCLE 
THEATRE, Los Angeles/Tour Sons" 
has done sensational business. 



Both Engagements at $2 Top 
YOUR PEOPLE WILL DEMAND 



FOUR 



JOHN FORD PRODUCTION 




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■-fT' ■ — !^^^| 


^^^^^^^^BHs^sSf^^'' 


^3. 


f|K.^|K| 


" ^AJMother's Jqreweil 
Ob Her Youngest Son 





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J^aroaretJyiann andJilbert Gran ' 


^HU.. g 



§croo]i SuccessTI 



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It's the gi'catest film 



ever ni 



sLtLe 



// 



JExlMihitoT-s Herald. 



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^;-^^«&i^. 




Jrancis X'.'Bushman.Jr. Charles JMorton Georoe^feker James Hall 




INDEPENDENT 



"Four Sons". . . is that which is known 
as a great box-office picture. Audiences 
will love it, for it has every ingredient 
of audience appeal. William Fox can be 
proud of it. — New York Eveningjoiirnal 

Sincere and touching, beautiful in feel- 
ing and photography, "Four Sons" is 
the picture a lot of dissatisfied people 
have been waiting for. 

— Philadelphia Record 

"Four Sons" is a picture to which the 
Fox Company can point with pride. It 
can very well take its place with some 
of the other excellent productions that 
have put this company in an enviable 
place. — Los Angeles Examiner 

Not since Mary Carr came to national 
attention as the mother in "Over the 
Fiill," has a finer selection for such a 
role been made. — Los Angeles Express 



The sympathy and restraint of her portrayal is a 
masterpiece of naturalness. Margaret Mann re- 
mains in character throughout, playing on the 
heartstrings of her audience with a tenderness and 
sweetness that will make this picture rank as one 
of the really great and inspiring contributions to 
the* screen. — Boston Globe 

She has the safe, human naturalness that Duse had, 
and her acting like Duse's makes each member of 
the audience feel in intimate touch with her. 

— Film Bulletin 
"Four Sons" will be a great success. It possesses 
those qualities which make people talk. And we all 
know that the best advertising any picture can get is 
word of mouth advertising. — Exhibitors Daily Review 

I could have fallen on Miss Margaret Mann's neck 
and wept my gratitude. It was a very fine piece of 
acting. Most of all I was struck by its restraint — 
the simple, half-completed gestures and the com- 
mendable absence of tears. 

Miss I. A. R. WYLlE 

the Author, in the New York Times 



Another of the prizes from Fox. A 
picture powerful in its emotional sweep 
and worthwhile for its direction, its p)er- 
formances and its prodigious pullings 
at the heartstrings. Its foundation is 
mother love — and a more sure-fire 
theme for universal box-office appeal 
has never yet come to light so far as 
we know. — Film Daily 

Exhibitors can trust "Four Sons" tosup- 
port a full house. — Morning Telegraph 

A profoundlymoving picture. ..thefilm 
is an achievement in artistic realism. 
There isn't a moment when it does not 
live. The picture is rich in fascinating 
characters. There can be no question 
of the work's merit. — Variety 

John Ford's picture,"Four Sons," is a 
greater piece of work than Ford or any- 
one else expected it to be. It's the great- 
est film Ford has ever made.— Exhibitors 
Herald and Moving Picture World 



WILLIAM FOX Presents 



F0UR,30NS 

JOHN FORD production 



Adapted by 
Philip Klein 




Production Editors 
Katherine Hiliiker 
and H. H. Caldwell 




April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 




Billy Dooley 

For real dough — play Billy Dooley, the goofy gob with the legs that won't behave in "Campus 
Cuties" and "Water Bugs". Paramount - Christie Comedies, at the Best Theatres Everywhere. 





Bobby Vernon 



For real dough — play Bobby Vernon, "the little comedian with the big following" in "Bugs My 
Dear" and "Sweeties", Param^ount - Christie Comedies, at the Best Theatres Everywhere. 





JiMMiE Adams 



For real dough — play Jimmie Adams, as funny as he looks, in "Love Shy", "Holy Mackerel" and 
"Goofy Ghosts" Paramount - Christie Comedies, at the Best Theatres Everywhere. 

Cparamoimt-(jhrisUe (Jomedies 






Reports from Exhibitors Herald- World "what tho picture did for luc." 



I 



Another B0\- 

' ' ro^ramof 




LUPE VELEZ— 
one of the screen's 
most beautiful, coh 
orful and talented 
personalities* 





"We recommend 'Stand and Deliver* " 



N. Y. American 



"Should prove a good draw in houses of all classes. " 

M. P. ISIews 

"In a jolly and clever fashion, 'Stand and Deliver' sets 
out to prove that those eager for adventure, can in 

these days, obtain all the thrills they want." 

N. Y. Times 



OFFICE on the 
Sensational Hits 





The Sensational 
Hits are now be- 
ing released by 
Pathe. 



■4t^^ 



ivith ^r H 



LUPE VELEZ and WARNER OLAND 

A DONALD CRISP Production 

by Sada Cowan 

Ralph Block — Associate Producer 

DeMILLE STUDIO Production 



Rithe 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 il 



Spyros P.Skouras-»v/)o knom -sonjs 

^^Tenderloin is a 

box-oiiVce 
na\uraV" 


AA27 42 NL ST LOUIS MO 8 
SAM E. MORRIS 

WARNER BROS NSW YORK 
TENDERLOIN OPENED TO TREMENDOUS BUSINESS STOP AS 
BOX OFFICE ATTRACTION IS A NATURAL STOP WARNER 
BROS TO BE CONGRATULATED ON THIS OUTSTANDING BOX 
OFFICE ATTRACTION REGARDS 

SPYROS P SKOURAS 

GRAND CENTRAL THEATRE 




DWB462 NL TOLEDO OHIO 9 
Sm E MORRIS 

WARNER BROS NEW YORK 
TENDERLOIN IS A SENSATION STOP PRESS ACCLAIilS 
IT MOST THRILLING PICTURE IN YEARS ATTENDANCE 
RECORD FIRST T,70 DAYS SMASHED STOP CONGRATULA- 
TIOT'S AND REGARDS 

JACK OCONNELL 
VITA TEMPLE 


Warner Bros^ 

Dolores 0)stello 

Conrad 
Available Now f Wh 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 









COLUMBUS OHIO 944 A APRIL 9 1928 

SAM E. MORRIS 

WARNER BROS NET// YORK 
TENDERLOIN SCORED SENSATIONAL HIT STOP COMI.'iENT 
AS GOOD AS JAZZ SINGER STOP FIRE DEPARTMENT 
STOPPED TICKET SALE EARLY LAST NIGHT IN SPITE 
OF STRONG OPPOSITION CONGRATULATIONS. 
J REAL NETH 

GRAND THEATRE 




CC532 59 2 HTXTRA NL SPOKANE V/ASH 
SAM E MORRIS 

'.VAR:I£R BROS HE..' YORK 
TiniD.WLOIN DOING TREMENDOUS BUSINESS STOP OPEHING 
DAY I.'ATINEE AND EVENING BIGGER THAN JAZZ SINGER 
STOP V/ONDSRFUL COKIAENTS ON PICTURE FRC»! ALL SIDES 
STOP SINCERELY CONGRATULATE V/ARJiER BROS KINDEST 
REGARDS 

RAY A GROMBACHER 

LIBERTY THEATRE 


J.Real UetU -who knows -soLCfs 

^ Fire department 

s1[opped \\iz 
V\cke\ saVe " 

present 

in Tenderloin"«/.YA 

Nagel 

zn you need it/ 



10 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



^Sales Management ') Leading Authority 
on Sales and Merchandising, 
Advises Advertisers on Use of 
Trade Papers 



"With the coming of the Audit Bureau of Circulations, 
no thinking advertiser, much less his agency, bases his 
decision on mere quantity of circulation. 

"He discards entirely any publication which is not pre- 
pared to render a verified circulation statement.* 

"It is as unfair, as it is unscientific, to compare the cir- 
culation of any magazine except on the same basis. The 
requirements of the Audit Bureau of Circulations are so 
exacting as regards 'net paid' circulations, the percentage 
of subscribers in arrears, the method of figuring the per- 
centage of renewals, etc., that any other kind of a state- 
ment put out by a publisher, even though it may be sw^orn 
to seven times over, means little or nothing from a com- 
parative standpoint. 

"That is w^hy nearly all of the leading advertisers, and 
certainly all of the thoughtful advertising agencies, re- 
strict their use of business papers to those who are vsrill- 
ing to have circulation verified on a fair and uniform 
basis.*' 

From a survey, "The Class and Trade Paper in Advertis- 
ing," page 319 of the International Guide for Advertisers 
issued by "Sales Management," March 31, 1928. 



*In the motion picture field, Exhibitors Herald and Moving 
Picture World is the only paper prepared to render a veri- 
fied (A. B. C.) circulation statement to advertisers. 






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The 

Independent 

Film Trade 

Paper 



Home 
Office: 



EXHIBITORS 

HERALD 

atii MOVING PICTURE 407So.DearbomSt. 

WORLD ~ 



IN THIS ISSUE 



Paramount denies block sales system handicaps exhibitors and refutes charges of conspiracy to restrain 
trade and intimidation through its houses to force theatre owners to rent its films ; Company, in re- 
sponse to Federal Trade Commission, declares large majority of its sales through individual negotia- 
tions are for far less than all the product it offers. 



COMPLETE INDEX TO CONTENTS 



NEWS 

Fox deal for F & R theatre chain is definitely off; Financial plan 
submitted for transaction was unsatisfactory, says Hanun. 

I knew them (films) when . . . ; First of series of exclusive arti- 
cles by "Pop" Dibble, exhibitor since industry started in 1896. 

Franco-American consortium to finance French films is predicted 
as outcome of Hays' visit to Paris to combat quota. 

Engineers close best session after speeches by 50 experts — Minis- 
ter denounces Birmingham pastors' union campaign against Sun- 
day pictures 

DEPARTMENTS 

The Studio 24 

Short Features 29 

Presentation Acts 30 

The Theatre 37 

New Pictures 41 

Classified Advertising 45 

What the Picture Did for Me 47 

Chicago Personalities, by Whit 54 



FEATURES 

Service Talks by T. O. Service 40 

Los Angeles by Douglas Hodges 24 

Pictorial Section 19 

Letters from Readers 46 

Broadway 14 

Know Your Sales Leaders 22 

ADVERTISEMENTS 

FILM AND EQUIPMENT — Paramount, Fox, Pathe, Warner 
Brothers, First National, Metro-Goldwj-n-Mayer, Robert Morton 
Organ Company, George Sidney, Al Boasberg, Holl>-*vood Plaza, 
Marie Prevost, John Stone, Automatic Ticket Register, Eastman 
Kodak Company, FitzPatrick Pictures. 

PRESENTATIONS-Leo Feist, Villa Moret, Lassiter Brothers, 
Harry Zimmerman, Cornelius MaflSe, Johnnie Devine, Lou Kos- 
loff, Ginger Rogers, Henri A. Keates, Leo Terry, Koehler and 
Edith, Evelyn Vee, Vale and Stewart, Ted Mack, Tom Terr>-. 
Billy Snyder, Sunshine Sammy, Brooks Costumes, Dave Gould. 
Ransley Studios, Benny and Western, Eddie Hanson, Jean 
Anthony. 



CHICAGO 
407 South Dearborn St. Telephone* Harrison 0036-37-38 

Cable Address : Qatgpuboo 
EDWIN S. CLIFFORD, General Manager 
JAY M. SHRECK, Managing Editor 
CEORGE CLIFFORD, Business Manager 
ERNEST A. ROVELSTAD, News Editor 

LOS ANGELES 

S617 Hollywood Blvd. Telephone Gladstone S754 

DOUGLAS HODGES 

IFett Coast Manager 



EDITORIAL 

AND 

ADVERTISING 

OFFICES 



NBtr YORK 

565 Fifth Avenne Telpphoncs Vandrrbllt 3612-3613 

JAMES BEECROFT, }tanagrr 

JOHN S. SPARCO. .%>i» York Nnci Editor 

iOVDO.V 

THE BIO«;COPE 

(J. C-iboum, Editor) 

FaradsT House 

8-10 Charing Cross Rd., W. C. 2 



SUBSCRIPTION RATES: United States and possessions — tS.OO per year. Canada — $4.50 per r'"- Others points of the »orId $6.00 per year. Slnfla copies, 25 

Advertising rate eards and Audit Bureau of Circulations siatomenis furnished upon sppllrsilon. 



12 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 2L 1928 






EXHIBITORS 

HERALD 



ajai 



i MOVING PICTURE 



WORLD 

Martin J. Quigley, Publisher 6^ Editor 

Incorporating Exhibitors Herald, founded in 1915; Moving Pic- 
ture World, founded in 1907; Motography, founded in 1909; and 
The Film Index, founded in 1909 

Published Every Wednesday by 

Quigley Publishing Company 

Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. 
Martin J. Quigley, President 
Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer 

Member Audit Bureau of Circulations 
Copyright, 1928, by Quigley Publishing Company 
All editorial and business correspondence 
should be addressed to the Chicago office 
Other Publications: The Chicagoan and Polo, class journals; and the follow- 
ing motion picture trade publications published as supplements to Exhibitors 
Hkeald and Moving Picture World: Better Theatres, every fourth week, and 
The Buyers Index, published semi-annually. 

Whole Vol. 91, No. 3 (Vol. 33, No. 6) April 21, 1928 



Production News 

AN analysis of current and contemplated production on 
■l\ the West Coast reveals that the studios have perfected 
plans for the biggest production effort in their history. In 
a recent week new product totalling a scheduled cost of 
$700,000 was put in work. Although production activities 
have been materially renewed during the past few weeks 
there are still several studios which have not yet gotten 
under way. The indications are that within thirty days 
production will be proceeding at a pace which has seldom 
been equalled in the past. 

The studios appear to be intensifying upon what may be 
called a good grade of picture — there are only a limited 
number of super-specials in contemplation, and fewer of 
the cheaper type of program pictures. 

There are many good reasons for the belief that present 
production plans and policies on the West Coast are laying 
the foundation for the soundest production program the 
industry has yet had. If this is correct it should afford a 
basis for better and more successful operation throughout 
the other branches of the business. The studio is, of 
course, the main spring of the industry and unless this 
main spring functions efficiently and economically, the best 
possible efforts that may be put in elsewhere in the busi- 
ness are not likely to lead to satisfactory results. 

The many and severe readjustments in studio operation 
that have been introduced during the past two years have 
all been subjected to practical tests and producers are now 
enabled, at the outset of this production season, to com- 
mence to gain the expected advantages from the huge effort 
that has been put in along this line. 

Production costs may not be materially lowered because 
of the necessity for higher quality but many costs which 
have not carried through into screen value will be 
eliminated. Salaries have been substantially readjusted. 
In the case of a large number of players producers have 
allowed options, which called for increased compensation, 
to lapse. In some instances the players have been turned 
loose and in other cases they have been re-signed at figures 



which appear to be more accurately attuned to the attrac- 
tion value of the players in question. 

An influence which is bound to be a big factor in more 
economical production costs is the fact that the entire 
production colony has been positively impressed with the 
imperative necessity of less wastefulness — in time and in 
materials. Time is the factor of greatest cost in production 
and the speed of production which may be successfully 
maintained depends probably more upon the attitude of 
players and other production people than upon anything 
else. 

Production news from California is one of the brightest 
signs on the horizon of the trade. 

War Themes 

THE current number of the export edition of "Lichtbild- 
Buhne," the German film trade paper, publishes as a 
leading article an appeal for eliminating war stories in 
motion picture entertainment. 

Because of the remoteness of the world war to the lives 
of the majority of the American people, and the majority 
of the American institutions, it appears very plain that in 
the heart of Europe the war and every reference to it con- 
veys a very different meaning there than it does here. 

We do not believe that war stories should arbitrarily be 
ruled out. Instead, any great story, regardless of its theme 
is entitied to a chance upon the screen but, at the same 
time, we see every reason why the American trade should 
better inform itself as to the effect of war stories abroad 
and the impression they create. 

"Lichtbild-Buhne" makes a very convincing appeal. It 
insists that tragic events of the war should not be revived 
in pictures because of the recollections they inspire. 

"It is not a case of avoiding antagonism," the German 
film journal says, "but a case of allowing wounds to heal, 
and pictures, under no circumstances can allow themselves 
to be maneuvered into a position of increasing antagonism 
instead of adding to the rapprochement of the nations." 

Pictures by Wire 

WHETHER or not the telephoto and television process 
for sending motion pictures by telegraph and radio 
develops shortly out of its present status as a scientific 
curiosity, its futiure need not be considered a threat upon 
the security of the theatre. 

Even the most optimistic only see in the process a 
possible means by which motion pictures of current events 
might be displayed in a theatre at the time the events are 
actually taking place at some remote point. According to 
the best scientific thought of the day progress thus far made 
assures the eventual practicability of such an arrangement, 
but this does not mean the showing of motion pictures in 
homes, or any such radical innovation. 

The theatre as the public's entertainment forum is secure 
and none of these scientific developments need be regarded 
with any alarm, provided that theatremen avail them- 
selves of their natural advantages and keep alive to the 
progress of the times. The public has always insisted — 
and always will insist — upon meeting together in numbers 
for the common enjoyment of their entertainment. 

Even though the scientific means were at hand — and the 
cost were practicable — ^we see no reason for imagining that 
the public would wish to see pictures in their own homes 
to the exclusion of attending the theatre. At any rate, the 
telephoto process thus far only promises news pictures in 
the theatres while the events are taking place. And for 
this purpose it would be a great attraction and advantage 
for the amusement business. 



L-a. 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



13 



Paramount Denies Block Sale 
System Handicaps Exhibitors 

Refutes Charges of Restraint 
and Coercion Through Theatres 



"Pop" Dibble 



If you don't know "Pop," you 
will after reading the series of ar- 
ticles starting in this issue, and 
you'll know more about the early 
days. "Pop" grew up with motion 
pictures, and motion pictures with 
"Pop." In fact, he was an exhib- 
itor 'way back in i8p6. Turn to 
page i6. 



Oklahoma Chief Sees 
Federal Control of 
All Theatres Soon 

(Special to Exhibitors Herald and 
Moving Picture World) 

OKLAHOMA CITY, April 17.— Federal 
supervision and jurisdiction of all theatres 
throughout the country is a matter of only 
a short time. Such is the belief expressed in 
the address of President Willis at the con- 
vention of the Oklahoma M. P. T. O. held 
here April 9. 

During the convention, resolutions were 
passed that the members of the association 
contract for pictures upon a flat rental only, 
in the future; in condeming the non-theatrical 
sales of films, that companies serving non- 
theatrical performances be dropped from the 
board of arbitration; that gambling devices 
be stopped in carnivals and that the county 
authorities be requested to enforce the law 
prohibiting the operation of gambling devices 
by carnivals in the state. 

Col. H. A. Cole, president of the Texas 

M r, 1. 0.; S. G. Howell and L. W. 
Brophy were visitors at the convention. 



License Is Given to 
Show 'Dawn,' War Film, 
In New York; Few Cuts 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— "Dawn," the 
English war picture which has aroused so 
much disturbance lately, will be shown here 
at the Times Square theatre soon, follow- 
ing its passing the New York censor board. 
According to the Germany Embassy at 
Washington, no protest will be made over 
its showing in this country. 

After the picture had been refused a cer- 
tificate for showing in England, the London 
County Council has recently decided to al- 
low the picture to be shown throughout 
their area of jurisdiction, and it is reported 
that exhibitors in the area are making a 
rush to play the picture. 



Should Not Be Shown 
In U. S., Says Brisbane 

"The film 'Dawn' should not be shown in 
this country," says Arthur Brisbane, Hearst 
editorial writer. "France and other nations 
in the course of bitter war executed women 
as spies. It was necessary. . . . All that 
is part of a horrible past and its memory 
should not be kept alive for money-making 
purposes." 



Tells Commission Most Sales on Single Negotiations Are 
for Far Fewer Than All Films Offered 

[Washington Bureau of Exhibitors Herald and Moving Picture World] 

WASHINGTON, April 17.- — Block booking as now practiced offers no handi- 
cap to the exhibitor who does not wish to block his pictures in groups, accord- 
ing to a response filed with the Federal Trade Commission April 14 by 
Paramount Famous Lasky in compliance with the recent demand of the com- 
mission that it report the manner in which it is complying with the cease- 
and-desist order issued by the Federal Trade Commission. 
Explains Booking System at Length 

The company's report will be taken under consideration by the commission 
to determine whether it is a sufficient compliance with the order or whether it 
will be necessary to institute suit to compel better compliance. 

In its response. Paramount goes at length consideration to the quantity offered to be 



into the manner in which it now books its 
films, making the following explanation: 

"Respondents are not leasing or offering 
to lease for exhibition in a theatre or thea- 
tres motion picture films in a block or group 
of two or more films at a designated lump 
sum price for the entire block or group 
only and requiring the exhibitor to lease all 
such films or be permitted to lease none. 
Denies Unreasonable Restraint 

"Respondents are not leasing or offering 
to lease for exhibition such motion picture 
films in a block or group of two or more 
at a designated lump sum price for the en- 
tire block or group and at separate and sev- 
eral prices for separate and several films or 
for a part thereof less than the total, in 
such manner that the total or lump price 
and the separate or several prices bear to 
each other such relation as to operate as 
an unreasonable restraint upon the freedom 
of an exhibitor to select and lease for use 
and exhibition only such film or films of 
such block or group as he may desire and 
prefer to procure for exhibition, or as to 
tend to require such exhibitor to lease such 
entire block or group or forego the lease 
of any portion or portions thereof, or as 
substantially to lessen competition or tend 
to create a monopoly in the business of 
production, distribution and exhibition of 
motion picture films to the public, or the 
business of production and distribution, or 
of production and distribution of motion 
picture films for public exhibitions." 

The company explains, however, that it 
"makes every lawful effort to sell as much 
as possible of its product in every territory 
in which motion pictures are exhibited, and 
as it is an essential factor of the motion 
picture business that the same picture can- 
not be sold to two different exhibitors for 
exhibition in the same territory at the same 
time, said respondent in determining to 
whom it shall sell or lease its product gives 



taken by the respective potential customers. 

"Upon purchases of product in quantity 
upon a single sale the respondent grants 
reductions in price as compared with the 
prices at which the same product would 
be sold upon separate sales of the individual 
units, commensurate with the difference in 
cost to the respondent of procuring the 
exhibition of its product in the territory 
of the purchaser. 

"Furthermore, there are exhibitors with 
whom the respondent, acting wholly for 
reasons of its own and without consultation 
or agreement with any other producer or 
distributor, does not care to do business 
at all or whose business is so small in 
amount that said respondent does not deem 
the business sufficiently profitable to be ac- 
cepted. Each sale of pictures to each thea- 
tre is an independent negotiation involving 
numerous different factors affecting both 
quantity and quality of the pictures under 
consideration, the time of the proposed ex- 
hibition and the character, location and 
number of theatres in which the proposed 
buyer contemplates their exhibition." 
Booking Under New Contract 

Paramount is now booking under the new 
standard contract, with the provisions of 
which it will continue to comply, the com- 
mission is told. It is also pointed out that 
the great majority of sales upon a single 
negotiation are for materially less than all 
of the pictures offered for sale or lease 
at the time. 

The company denies that it is engaged 
in a conspiracy for lessening competition 
or restraining trade, and declares it is not 
continuing in force any such conspiracy. It 
is also denied that the company has built, 
bought, leased or otherwise acquired, or 
threatened to build, buy, lease or otherwise 
acquire, any building or theatre for the pur- 
pose of intimidating or coercing exhibitors 
into leasing its films. 



South Carolina Exhibitors Meet to Plan 

Fight for Repeal of State Admission Tax 

(Special to Exhibitors Herald and Moving Picture World) 

COLUMBIA, S. C. April 17. — South Carolina exhibitors are rallying their 
forces in a determined effort to repeal the state 10 per cent admission tax now 
imposed on theatres of this state. Following the suggestion of A. H. Yoemans, 
owner of the Rex theatre, Sumter, who recently sent out a letter urging exhibitors 
of the state to meet and plan concerted action, a number of the most alert and pro- 
gressive theatre owners of South Carolina agreed to assemble here on April 18, 



14 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



9ffM 



"VTEW YORK. — The news reels have been 
■^^ having their innings along the Incandes- 
cent Way, what with all this excitement about 
the Grand National and the Grand Aeria' 
Derby. ... In a day the Grand National 
might be likened to the m. p. business. . . . 
Forty-two horses started and only one finished 
without a mistake. . . . Walter E. Greene, 
Brenda Pictures, are being ably represented 
in the press by Charles Geigerich and among 
other things Charley says that the sales of 
the "Port of Missing Girls" are great. . . . 
Jim Milligan, late of the M. P. World and 
still later of the world's leading trade paper, 
has joined the stafT of the Associated Publica- 
tions. . . . Larry Reid, of the Cosmopolitan 
Pictures, makes the announcement that the 
next picture to be done by Marion Davies is 
to be called "Show World". . . . Edgar Hat- 
rick does a lot of selling in the Grand Central 
Station of late, and he is nearly always late, 
if one may judge by the way he has to hit 
the grit of a morning to hop aboard the 8:45. 
. . . Lon Young is in town again, after a few 
months on the Coast. But Lon just won't 
stay put and is already making plans to hit 
the trail for the West. . . . A. B. Heath, one 
of Universal's new directors, has just left 
for the West. A. B. arrived in New York 
via the Panama Canal. While in Panama he 
went on a hunting trip over in the swamp 
country and it is recorded that on the Bayano 
river he slew, single handed, forty alligators 
and one bobcat. We saw the skin of one of 
the bag and our sporting editor pronounced 
it to be an "ovis poll". . . . Randall White, of 
the Vocafilm, is all heated up over the matter 
of the "home movies" and we think there is 
a lot of good stuff in what he says. Better 
turn the matter over to the "teapot dome" 
commission and find out how much dough the 
industry is losing. . . . Frederic de la Roziere 
has returned to New York from Florida and 
on May 1 expects to sail for France on the 
He de France. In September, Frederic ex- 
pects to return to the United States and re- 
new his speaking acquaintance with "The Pas- 
sion of Joan of Arc". . . . Jesse J. Goldhurg 
has returned from the Coast and is busily 
engaged in lining up the spring releases. . . . 
Tim Leahy has resigned from the Morning- 
Telegraph. . . . Emmett Keegan has been ap- 
pointed to the post of picture solicitor for the 
w. k. sporting sheet. . . . Budd Rogers is to 
be queen of the May and that month has 
been set aside by the Gothams Productions 
for Budd's special service. . . . "Drums of 
Love" are beating at the Rialto, but not beat- 
ing the record by much. . . . M. H. Hoffman, 
president of Tif?any-Stahl Productions, ar- 
rived in New York on Sunday. . . . Bobby 
Vernon, Christie Comedy star, is enjoying a 
vacation in New York. Bobby will only be 
in the city for a few weeks, after which he 
will return to the studio grind at the West 
Coast. . . . William Steiner, president of the 
New California Films, sold his "Tracy the 
Outlaw" to Photocraft Productions of New- 
York. . . . A. C. Stein, Baltimore and Wash- 
ington Photo Art Productions have taken it 
for Dallas and Denver. . . . Fred Thomson 
arrived in New York Friday. . . . J. M. Jer- 
auld, of the Paramount publicity department, 
also arrived with Fred. Two weeks in town 
before returning to the coast, and the new 
story, "Kit Carson." 



Harold Lloyd Pulls a Fast One 



"T^H E name is 
■»- ''Speedy" — and its 
first showings prove 
it about that swift. 
This new Lloyd-Para- 
mount comedy 
opened Easter week 
in 250 theatres. Three 
scenes are pictured 
here. 




—PETER STUYVESANT. 



Having some extra sport at the ball park. 



■i^ 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



15 



Fox-F & R Deal Definitely Off; 
Financing Plan Unsatisfactory 

End of Dickering Clears Way 
For Theatre Expansion in N. W. 

F & Rto Continue Operating 130 Houses and 11 in Twin 
Cities Jointly with Publix, Says Hamm 



Should They Be 
CaUed "Bluenoses"? 

Roy W. Adams of the Pastime the- 
atre at Mason, Mich., agrees with 
J. C. Jenkins in the latter's protest 
against identifying opponents of Sun- 
day shows as "bluenoses." 

Use of the term "bluenose" of 
course has become general to denote 
the professional agitator, the pe- 
culiar species of individual who 
makes everyone else's business his 
own — and usually forgets his own as 
a result. No word thus far coined 
provides a more perfect description. 
Hence the term. 

There is no quarrel with the per- 
son, be he pastor, just Mr. Plain Citi- 
zen, or even an exhibitor, who ob- 
jects to Sunday shows, whether as a 
matter of conscience or because he 
prefers a day of rest for his staff. 
He has every right to his own opin- 
ion. But the term as applied to the 
professional reformer is considered 
good nomenclature. However, read 
the interesting comment of Roy W. 
Adams in "Letters from Readers," 
page 46. 



Whereupon Film Renter 
Apologizes to Cinema in 
Fuss Over 'Circus* Review 

RESUME: Reviews of "The Cir- 
cus" appear in London in both Today's 
Cinema and The Film Renter on the 
same day. The Film Renter suggests 
that the Cinema's review "was written 
by somebody who never saw the film, 
but zvho had read the American re- 
ports." Today's Cinema sues. Now go 
on with the story: 

The suit of Today's Cinema against The 
Film Renter was decided when attorneys 
for Ernest W. Fredman of The Film 
Renter appeared in court, expressed their 
apologies, agreed to pay all costs, and also 
consented to pay to the Cinematograph 
Benevolent Fund the 50 pounds that the 
"Tatler" (Mr. Fredman) said he would do- 
nate provided the Cinema could show an 
affidavit "from the exhibitor in question 
who saw the picture in America, stating 
that he was the writer of the review." 
[The End] 



Texas M. P. T. O. Meet 

in Dallas, May 8, 9 

(Special to Exliibitors Herald and 
Moving Picture World) 

DALLAS, April 17.— Announcement of 
definite convention dates. May 8 and 9, for 
the semi-annual session of the Motion Pic- 
ture Theatre Owners of Texas, to be held in 
Dallas, has been made by W. S. VVaid, mana- 
ger of the organization. Details for the pro- 
gram are now being worked out, Waid said. 



Knut Husberg Dies Abroad 

(St^ecittl to Exhibitors Herald and 
Moviny Picture World) 

STOCKHOLM, April 17.— Knut Husberg. 
manager of the Stockholm office of Producers 
International Corporation, foreign distribu- 
tors of De Mille Pictures, died here April 4, 
after a few weeks' illness. 



[By Special Correspondent of Exhibitors Herald and Moving Picture World] 

MINNEAPOLIS, April 17. — Negotiations between Finkelstcin and Ruben 
and the Fox interests for the purchase by Fox of the former's more than 130 
northwest motion picture theatres are off, according to an announcement last 
week by the F. & R. executive ofifices. 

Hamm Announces Deal Is Off 
Negotiations between the two were started several months ago and were a 
part of the attempt by Fox to gain control of First National. F. & R. being 
owners of considerable First National Stock. Only a week ago a Fox repre- 
sentative was in Minneapolis and it Avas said at that time that a price of 
$9,500,000 had been set on the F. & R. properties. 

William Hamm of St. Paul, who is the mitted to us, have not been satisfactory to 
money end of the F. & R. corporations, made us and for that reason we have discontinued 
definite announcement this week that the deal negotiations." 

is off because the financing plans submitted to 

F. & R. were unsatisfactory and that Finkel- 
stcin and Ruben would continue the operation 
of their more than 130 theatres and 11 Twin 
City theatres jointly with Publix, under the 
name of Northwest Paramount. Inc. In ad- 
dition F. & R. will start immediate construc- 
tion of a building in the loop district to house 
its offices, which have occupied almost the en- 
tire fifth floor of the Loeb Arcade building. 
Number of New Theatres Rumored 

The new building, as announced by Mr. 
Hamm, will cost approximately $150,000. The 
first floor will be gi-\'en over to store space and 
the entire second floor used for the F. & R. 
offices. It is also rumored that within a few 
weeks F. & R. might start construction of a 
number of new theatres both in the Twin 
Cities and in other larger cities and towns 
of the Northwest. It was announced several 
months ago that F. & R. planned construction 
of a number of new houses but these had been 
held up while talk of sale was under way. 
"Financing Plans Unsatisfactory" 

"There has been a great deal of publicity 
with reference to the F. & R. chain of thea- 
tres being sold to the Fox Film Company." 
Mr. Hamm said. "Statements have been made 
from time to time that the deal was all closed 
with the exception of a few minor details. 

"The position has been taken continually by 
the F. & R. officials, including myself, that 
there was nothing to be said until the deal 
was actually consummated. Negotiations have 
been going on for a period of time. The 
plans to finance, which have been finally sub- 



New York to Get 
New Film Building 
On Ninth Avenue 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— New York City 
is to have a new 13-story film building devoted 
exclusively to motion picture concerns, ac- 
cording to Charles M. Steele, of First Na- 
tional, chairman of the building committee of 
the M. P. P. D. A. With him have been 
actively associated J. S. McLeod of Metro- 
Goldwyn-Mayer ; Ed Leishman of L'niversal ; 
and A. S. Dickerson of the Hays organiza- 
tion. A site has been leased on Ninth Avenue, 
extending through from 44th to 45th Street, 
having a 200-foot frontage on the avenue, 
with a depth of 90 feet. 

A corporation known as Film Centre, Inc., 
has been formed to erect the building, with 
Abe N. Adelson. president. Space has already 
been contracted for by First National. Metro- 
Goldwvn-Maver and Universal. 



To Remodel Theatre 

(Special to Exhibitors Herald and 
Moz'ing Picture World) 

CLINTONVILLE. WIS.. April 17.— W. H. 
Finney, owner of the Grand, will redecorate 
and reseat the theatre in the near future, prob- 
ablv in Tulv. 



Minister Denounces Birmingham Pastors^ 
Union Campaign Against Sunday Pictures 

(Special to E.xhibitors Herald and Moving Picture ll'crid) 

BIRMINGHAM. April 17. — A Baptist minister has arisen to challenge and de- 
nounce the Pastors' Union here in its campaign against Sunday moving pictures. 
He is the Reverend J. J. Turnipseed. pastor of the Antioch Primitive Church of 
Powderly. The Pastors' Union is staging an active campaign against Sunday open- 
ings, at the same time ignoring many other forms of amusement which operate 
for profit on Sunday. 

"Every man should be allowed to spend Sunday according to the dictates of bis 
own conscience so long as he does not interfere with the life, liberty and pursuit 
of happiness of other people," stated the minister, at the same time characterizing 
the Union as a "powerful religious political ring that is doing irreparable harm to 
the cause of Christianity in the city." 



16 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



I Knew Them (Films) When — 

f There can't he any question as to John P. Dibble's unqualified right to the 
title of pioneer exhibitor because he started showing motion pictures when 
pictures started, back in i8p6, and has exhibited them for j^ yars. That's faith, 
and that's why we asked the y ^-years-young proprietor of the Park theatre, 
Branford, Conn., to write a series of articles on the early days. — E. A. R. 



By POP (JOHN P.) DIBBLE 
Daddy of Them All 



I STARTED in the business when 
showed the first moving pictures 
the New England states, and since 
showing movies, for the past 32 years. 

MY first films were the Lumiere French 
films, which I ordered direct from the 
Lumiere Company, Lyons, France, also sev- 
eral of the first films made by the Paul 
Company, London, England, and a complete 
line of all the films first made by Thomas A. 
Edison, which I purchased personally at his 
phonograph factory at West Orange, N. J. 
50 Feet Longest Picture 

No films longer than 50 feet had then been 
made, so you may imagine the picture shows 
were just like they are today — only different. 

As to the subjects (and I have some of 
those old first films yet), they were neces- 
sarily mostly very simple — yet at that time 
were thought very wonderful, as they were 
a great novelty. 

Some of those early French films had a lot 
of action and "pep" for a SO-foot "feature," 
as for instance "The Charge of French Cav- 
alry," showing the men and horses charging 
right up to the camera, and many others of 
similar nature. Some fine scenic shots — 
French railway train scenes — and several lit- 
tle socalled comedies, though not so terribly 
funny at that. 

Simple But Varied Scenery 

The Edison films also were mostly simple 
subjects, though of considerable variety in 
scenery, which was often very good. I re- 
call that I had seven difi^erent 50-foot films, 
taken at Niagara Falls by the Edison camera, 
which were fine. Their comedies were not 
so strong, as for instance "The Farmer's 
Troubles," taken at Harrisburg, Pa., showing 
an old farmer driving a dilapidated horse 
and wagon, the latter loaded with cabbages. 

A colored man with a wheelbarrow gets in 
collision with the loaded wagon, and the re- 
sult is a complete collapse of the rear wheels, 
and the cabbages rolled into the street. Then, 
of course, a street crowd and a fistfight be- 
tween the farmer and the colored man, and 
a fadeout. This subject, I remember, was 
highly recommended in the "catalogue," as 
"both very interesting and ludicrous," which 
was probably "just so," at that time. Still 
they make them worse than that, sometimes, 
nowadays. 

Farmers and Shotguns 

Then we had Edison's "Black Diamond Ex- 
press," on the Lehigh Valley Road, also the 
"Chicago and Buffalo Express," New York 
Central, also "Charge of West Point Cadets 
Cavalry," "The Fire Alarm," "Fighting the 
Fire," "Police Patrol Wagon and Cops," 
scenes in the zoo at Central Park, N. Y., 
colored man stealing chickens, and the old 
farmer who makes a decided hit with his 
double-barreled shotgun on the retreating rear 
of the above-mentioned colored man. This 
scene also made a big hit with the audience 
wherever shown. It was a "scream" a long 
time before Chaplin's day. 

Then we had Edison's "Colored Water- 
melon Eating Contest," "P. T. Barnum's Cir- 
cus Animals," "May Irwin and John Rice, 
Kissing" — just like they close the features 
nowadays — and many other short but sweet 
subjects. 



the movies started, in 1896, and then 

that were showed in Connecticut, or in 

that date have hardly missed a week in 

100 Feet in Second Year 

As to the picture-plays, as we know them 
now, there was "no such animal" in those 
days, as the films were only 50 feet in length, 
though very soon, about the second year of 
the movies, the producers — Edison, Lumiere, 
Pathe, Biograph, Vitagraph, Lubin, and others 
who had hopped into the game in a small 
way — began to spread themselves out a bit, 
and with great enterprise and courage pro- 
duced pictures of 100 and 150 feet in length, 
which sure was a surprising amount of cellu- 
loid in those oldtime days. 

In 1899, nearly four years after the com- 
mencement of the movies, "The Life of an 
American Fireman," 800 feet in length, was 
produced by Edison, and, after that, "The 
Great Train Robbery." Both made great hits 
with the public, and were the big feature 
pictures. 

Projector Like Com-Sheller 

Many 700 and 800 feet in length pictures 
were then put on the market by the French 
Pathe Company, who had then established 
an office in New York, also by the Vitagraph 
Company and the Biograph Company of New 
York, and Pop Lubin of Philadelphia. 

I was at that time— and had been for many 
years with stereopticons and moving pictures 
— on the road with my show, and I often 
would stop off in Philadelphia to look over 
Lubin's stock and purchase same if I thought 
desirable. 

Many times Mr. Lubin would take me 
downstairs, in the dark basement room, be- 
neath his optical store (which was his main 
business, films being only a sideline with him 
at that time), and he would personally run 
off the films for my inspection, on a projec- 
tor of his own construction. Some projector, 
I'll say. It rattled like the- old corn-sheller 
"down on the farm" in my kid days. 

[The second article will appear in an 
early issue.] 



Maclay Elected Mayor 

(Special to Exhibitors Herald and 
Moving Picture World) 

DUBUQUE, IOWA, April 17.— John Ma- 
clay is the new mayor of Dubuque. The 
owner of the Grand theatre will occupy the 
mayoralty chair for one year by the new coun- 
cil's action. 



Suppress American Crook 
Films in British Columbia 

(Special to Exhibitors Herald and 
Moving Picture World) 

VICTORIA, B. C, April 17.— All 
American motion pictures depicting 
criminals will be suppressed in Brit- 
ish Columbia as a result of action 
taken by the provincial government, 
following protests by public organi- 
zations. 



Natives of India Prefer 
Home Made Films, Says 
Representative of F B O 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— The natives of 
India prefer the home made motion picture 
product to the American and European films, 
according to a report made by William Scott, 
far Eastern representative of F B O Pictures 
Corporation to Vice-President Colvin W. 
Brown. 

According to Scott's report, the majority of 
Indian exhibitors informed him that they 
draw from 40 to 50 per cent bigger houses 
with local productions and comparatively the 
same increase in box office receipts. Of the 
300 theatres in India, Scott reports, approxi- 
mately 140 exclusively show locally produced 
Indian and Burmese pictures. There are four 
producing companies in India. 



Minneapolis Arbiters 
Resume Proceedings, 

Vote for Harmony 

(Special to Exhibitors Herald and 
Moving Picture World) 

MINNEAPOLIS, April 17.— Following 
the court refusal to grant Warner Brothers 
an injunction to restrain the board from 
outlawing cases of the company, harmony 
and equity have been voted for by the 
members of the board at their first meeting 
since the exhibitor members withdrew Jan- 
uary 13, following Warner Brothers' re- 
fusal to comply with a decision of the board. 

Canadian F-P Floats 

$3,000,000 Bond Issue 

(Special to Exhibitors Herald and 
Moving Picture World) 

TORONTO, April 17. — Famous Players 
Canadian Corporation, Toronto, is floating a 
new issue of $3,000,000 in six and one-half 
per cent, 20-year gold debentures. Under the 
new capitalization, on completion of financing 
now in progress, the company will have an 
authorized $10,000,000 in first mortgage sink- 
ing fund gold bonds and $3,000,000 in gold 
debentures, together with 600,000 shares of 
common stock without nominal or par value. 

These securities are being issued by Royal, 
the Securities Corporation of New York, and 
Ames, Emerich & Company of Chicago. 



Max Trell of F-N Writes 
Hearst Syndicate Feature 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— Max Trell of 
First National's publicity and advertising de- 
partment is writing a series for a daily chil- 
dren's feature to start in the fall in 100 news- 
papers of the Hearst syndicate. He has signed 
a contract with the Hearst Newspaper Feature 
Service. 



Maurice Barr Seriously III 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW ORLEANS, April 17.— Maurice Barr, 
managing director of the Saenger theatres, 
Inc., is seriously ill at a local hospital. Dur- 
ing his absence from the offices Howard W. 
McCoy is acting as supervising manager. 



Wallace Allen Promoted 

(Special to Exhibitors Herald and 
Moving Picture World) 

INDIANAPOLIS, April 17. — Wallace 
Allen has begun his duties as manager of 
Loew's Palace. He formerly directed pub- 
licity for the Penn in Pittsburgh. 



n 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



17 



Stanley to Build 
Boardwalk House 



Consortium to Finance French 



at Atlantic City Films Called Quota Substitute 



Stanley will erect a 4,200-seat theatre on 
the Atlantic City boardwalk, as a result of 
one of the largest real estate deals in the his- 
tory of the resort, which has just been com- 
pleted. It will ultimately involve $4,000,000. 
The property, consisting of stores and apart- 
ments along the walk, was purchased by the 
Boardwalk Properties Company of Philadel- 
phia and Atlantic City, through the Stanley- 
Atlantic Realty Company, Mastbaum Brothers 
& Pleisher and Joseph Bernard. Stanley has 
a long-term lease on the property at an ag- 
gregate rental of $3,000,000. 

Still another new Stanley house is the re- 
sult of a lease for five years of the Metro- 
politan, Philadelphia. It will be remodeled at 
a cost of $100,000 and ready for opening Sep- 
tember 1. The theatre seats 4,000. 

At Port Angeles, Wash., the Crescent 
Amusement Company has purchased the Capi- 
tol there and announces plans for another 
theatre, seating 1,000. Charles George, former 
owner of the Capitol, will manage the Capitol. 
The Isis, Marysville, Kan., has been bought 
by H. E. Weidemeyer & Sons from Richard 
O'Connor and M. J. Boyle, and have leased 
the house to the Turner Theatre Company. 



Raives Calls T, O. C, C. 
Meeting on April 24 
For Annual Election 

(Special to Exhibitors Herald and 
Moving Pictxire World) 

NEW YORK, April 17.— Sol Raives, presi- 
dent of the T. O. C. C, has called a meeting 
for the annual election of officers on April 
24, at the Hotel Astor. The meeting will 
begin at 2 o'clock and be preceded by a lunch- 
eon. The candidates are as follows: 

For president, Sol Raives and Harry Suchnan; 
vice-president, Leo Brecher and J. Louis Geller; 
treasurer. Max Barr; secretary, Sam Sonin; board 
of directors (eight to be chosen), Adolph Barr, Wil- 
liam Brandt, A. H. Eisenstadt, Hy Gainsboro, 
Irving Gerber, J. Arthur Hirsch, William A. Lan- 
dau, Hyman Rachmil, Jack Rosenthal, Dave Rosen- 
zweig, Marty Schwartz, and Charles Steiner. 



Town Bans Carnivals; 

Calls Them Nuisances 

(Special to Exhibitors Herald and 
■ Moving Picture World) 

OROVILLE, CAL., April 17.— Carnivals 
have been banned by the city council, having 
been placed in the category of nuisances. The 
council decided that local theatres afforded the 
best source of amusement and that but a few 
traveling carnivals even pretended to give 
value received. 



Deforest Radio Seeks 

Voluntary Bankruptcy 

(Special to Exhibitors Herald and 
Moving Picture World) 

WELMINGTON, DEL., April 17.— The De 
Forest Radio Company of New Jersey filed 
a voluntary petition in bankruptcy in the 
United States District court for Delaware. 
Assets of the company are fixed at $115,931 
in the petition, with debts amounting to $415,- 
068. 



A. L, Broomall Dies 

(Special to Exhibitors Herald and 
Moving Picture World) 

PITTSBURGH, April 17.— A. L. Broomall, 
44 years old, manager of the renewal parts 
engineering department of the Weslinghouse 
Electric & Manufacturing Company, died al 
his home here April 10 from pneumonia. His 
widow and two daughters survive. 



Joint Move by America and France Is Seen as Outcome of Hays 

Visit to Continent to Head Off Four-to-One System 

— ^Jurists Question Latter's Legality 

Financing of French motion pictures through a consortium to be arranged 
by American and French leaders is predicted as an outcome of the negotiations 
being undertaken by Will H. Hays in Paris, according to dispatches. 

Would Remove Quota Obstacle 

Such an outcome of the negotiations now underway between Hays and M. 
Herriot, French minister of public instruction, it is believed, will do away with 
the four-to-one quota regulations recently voted. 



Furthermore, the French Foreign Office 
is reported to have withheld its approval 
of the quota for the present while jurists 
debate whether the regulations are in viola- 
tion of the anti-trade barriers convention 
signed last year at Geneva. The case is 
considered by leaders in the American in- 
dustry of being parallel to the recent pro- 
posal for licensing of foreign oil imports, 
which was toned down after Ambassador 
Myron Herrick made unofficial explanation 
of the situation to M. Briand. 

Friendly Consideration Assured 
It is reported in French film circles, ac- 
cording to the dispatches, that the Amer- 
icans would not protest a definite tax on 
U. S. pictures instead of quota restrictions 
and stand ready to promise friendly con- 
sideration for any French production for 
exhibition in America. 

It is believed certain that Hays already 
has informed M. Herriot that the American 
industry is emphatically opposed to a quota 
system forcing the purchase of a certain 
number of French pictures for showing in 
America in return for exhibition of Amer- 
ican productions in France. 

Consortium Better for French 
A consortium, or some other form of 
compromise, it is pointed out, would do 
more for French production than a quota, 
because it would tend to bring out French 
pictures more likely to win the favor of the 
American public. 

Hays told a representative of the Film 
Renter of London that of 4,000 pictures 
made in America in five years he could not 
recall more than a dozen that "might be 
construed as offensive to the nationals of 
any country." He added that the goal is 
to produce none whatever that might be 
considered objectionable, and stated that 
his chief concern "is to make certain that 
we develop in American films their max- 
imum usefulness in the promotion of inter- 
national amity." 

Hays has conferred with all leading 
Americans in Paris film circles, as well as 
Ambassador Herrick, Henry C. MacLean 
and George Gordon, attaches of the Amer- 
ican embassy in Paris. Considerable incon- 



Five Issues Missing: 
Have You Any of Them? 

Copies of the following issues of 
Exhibitors Herald still are missing 
for the files of the Library of Con- 
gress at Washington: December 5, 
12, 19, and 25, all in 1925, and Jan. 2, 
1926. If you can spare them, read- 
ers, please address them to Exhib- 
itors Herald and Moving Picture 
World, 407 S. Dearborn street. Chi- 
cago. 

Thanks to William E. Tragsdorf 
and B. P. Parsons, several other re- 
quested copies have been received. 



venience is reported to have been experi- 
enced by Americans in the business in Paris 
due to the holding up of visas for produc- 
tions pending decision on the quota regula- 
tions. 



Paramount Foreign Sales 
13 Per Cent Above 1926; 
Sets New All-Time Mark 

Paramount's foreign business set a new 
high record in 1927, with a 13 per cent in- 
crease over 1926, which was the best previ- 
ous year, according to the report to stock- 
holders. England provided 48.55 per cent 
of the gross foreign rentals. 

The report showed the following new the- 
atres constructed: A 2200-seat theatre at 
Jacksonville, 2400-seat at Denver, 2400-seat 
Alabama at Birmingham, 2400-seat Worth 
in Fort Worth, 1500-seat Kirby at Houston, 
leasing of a 4,000-seat house under con- 
struction in Brooklyn, opening of the 1200- 
seat Carlton in London and the 1900-seat 
Paramount theatre in Paris. 

Domestic business was 14 per cent ahead 
of 1926 and 11 per cent over 1925. 



Stage Play Revenue 

Dropped 60 Million 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— Revenue from 
stage plays in this country in 1927 decreased 
$60,000,000, E. H. Sothern, Shakespearean 
actor, told the League for Political Education 
at a luncheon at the Hotel Astor last week. 



Morris SaRer Resigns 

from Warners; Joins U 

(Special to Exhibitors Herald and 
Moving Picture World) 
NEW YORK, April 17.— Morris Safier has 
resigned as sales manager of the extended 
run department of Warner Brothers to go 
with Universal as sales manager of its long- 
run department. 



n 



Skyscraper" Wins Award 

(Special to Exhibiiors Herald and 
Moving Picture World) 
DALLAS, April 17.— The Blue Ribbon com- 
mittee of the M. P. T. O. of Texas has se- 
lected "Skyscraper," Pathe picture for the 
April award. This is the second award to 
be given to Pathe, the earlier one being 
"Dress Parade." In each of these two cases 
the principal player was William Bovd. 



Smith Buys Fulton Theatre 

TIic Co/y theatre oi Fulton, Kan., has l>cen 
sold to Ciiarlcs R. Smith of that city, and 
ihc name has l>cen changed to Smith's thea- 
tre. New equipment— opera chairs, screen, 
projectors, cooling system and independent 
power plant— is being installed and the thea- 
tre is being redecorated. 



18 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



opposing home showings: A. Julian Bry- 
lawski, of the M. P. T. O. A.; P. Mortimer 
Lewis, Strand, Atlantic City; I. W. Rod- 
gers, Cairo, 111., and Arch Hurley, Tucum- 
cari, N. M. 



Miss Dorothy Crandall, 
John J. Payette Marry 

(Special to Exhibitors Herald and 
Moving Picture World) 

PHILADELPHIA, April 17.— The mar- 
riage of Miss Dorothy Isabel Crandall and 
John J. Payette will take place tomorrow 



U, Warners and F-N Open Sales 
Year with Sessions This Month 

Universal Starts Three-District Meeting April 26 — Warner Brothers^ Con- 
vention April 27-29 — F-N Changes to One Gathering 

Sales conventions of the distributing companies will get under way in earnest 
next week, and three of the leading concerns will have launched their plans for 
next season by the end of this month. 

U, Warners and F-N Go Into Action 

First to get into action of the three will be Universal, with three district 
meetings — at Atlantic City April 26 to 30, St. Louis May 2 to 5, and San Fran- 
cisco May 9 to 12. Warner Brothers will have its annual convention in New 
York April 27 to 29, and the Vitaphone sales staff will also be in attendance. 
First National has dropped its plan for district sessions and instead all branches 
will meet in Chicago April 29 to May 3. 

Lou B. Metzger, general salesmanager of 
Universal, will attend each of the three 
meetings of that company. Canadian ex- 
changes will be divided among the three. 
Eight or ten of the 68 long features and 
representative short product will be shown 
and new sales policies announced. The 
Ritz-Carlton will be headquarters for the 
Atlantic City meeting with Ted Schlanger, 
Eastern sales director, as one of Metzger's 
chief aids. The Coronado hotel will hold 
the St. Louis convention, and Ralph Wil- 
liams, Southern sales director, will attend. 
At the San Francisco session in the St. 
Francis hotel, G. Rosenwald, assistant 
Western division manager, will assist. Mar- 
tin Van Praag, Western sales director, will 
be at all three meetings. 

Home Office Sending Speakers 

Others attending one or more of the 
meetings, besides exchange staiTs, will be: 
R. H. Cochrane, Beno Rubel, P. D. Cochrane, 
E. H. Goldstein, Julius Stern, Ben Y. Cam- 
mack, Morris Safier, Paul Gulick, Nat. G. 
Rothstein, Sidney Singerman, Harry Reichen- 
bach, Douglas Leishman, Dave Bader, Clair 
Hague, Harry Asher, M. E. Morey and 
R. V. Anderson. 

The Warner Brothers convention will be 
at the Hotel Pennsylvania in New York, 
and leaders will check in on April 26, in time 
to attend the premiere of Warners' new 
Vitaphone picture, "Glorious Betsy," at the 
Warner theatre that night. 

Many Executives to Speak 

Executives who will speak at the April 27 
session include H. M. Warner, Sam E. 
Morris, C. C. Ezell, Max Milder, Arthur 
Abeles, Albert Howson and George Quig- 
ley, vice-president of Vitaphone. Speakers 
the second day will include J. S. Hebrew, 
Harry Lustig, H. E. Elder, A. P. Waxman, 
Joseph Hummel, A. C. Brauninger, H. M. 
Doherty, C. C. Ryan, B. F. Lyons, Samuel 
Carlisle and Paul Swift. 

On Sunday, April 29, 
the Giants play Boston, 
close the convention. 

F-N at Drake, Chicago 

First National, in changing from the 
three-convention plan, chose the Drake 
hotel in Chicago for its all-in-one meeting. " 

Arrangements now are being made for U MakcS Jordafl Manager 
transportation of _ delegations from all ^^ ^^.^, ^^ Exhibitors Herald and 

branches in the United States and Canada. Moving Picture World) 

ATLANTA, April 17.— C. T. (Shag) Jor- 
dan has been appointed manager of the At- 
lanta exchange of Universal, taking the 
place of Ben Y. Cammack, who has been trans- 
ferred to the home office. Jordan has been 
with Universal almost 15 years. 




John J. Payette 



Dorothy Isabel Crandall 



in the Sacred Heart church here. 

Miss Crandall is the daughter of Mr. and 
Mrs. Harry M. Crandall and Mr. Payette is 
the son of Mr. and Mrs. George M. Payette. 
John J. Payette is a supervisor of Stanley 
Crandall theatres. The couple are to make 
an automobile tour of Canada. 



the 
and 



stafiE will see 
a dinner will 



First National to Retire 
$75,000 Preferred Stock 

First National Monday voted to retire 
$75,000 par value first preferred stock on 
July 1. An advisory board composed of 
A. H. Blank, Des Moines; George Trendle, 
Detroit; I. H. Ruben, Minneapolis, and H. 
T. Nolan, Denver, in addition to other offi- 
cers, was named. 



Hochreich Protests Use 
of Talking Film in Home 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— Motion pictures 
in the home lower their entertainment tone 
and quality in addition to cutting into the 
revenue of theatres, David R. Hochreich, 
president of Vocafilm, said last week in pro- 
testing against RCA's announcement of the 
new Photophone for use in homes. 

The Vocalfilm offices, after a survey, cites 
the following from the exhibition field as 



99 



5 Install "Talkies 

MILWAUKEE, April 17.— Five neighbor- 
hood houses of Midwesco are installing Vita- 
phone and Movietone. Until now, the Gar- 
den, a downtown theatre under the direction 
of L. K. Brin, was the only theatre with 
Vitaphone and Movietone. 



Exhibitors Should Have 
Part in Deciding Type of 
Films, Declares Sapiro 

Big Assembly Greets Head of Inde- 
pendent Association at T. O. 
C. C. Dinner 

(Special to Exhibitors Herald and 
Moving Picture World) 

NEW YORK, April 17.— One of the 
greatest assemblages of theatre owners that 
ever attended a film dinner in New York 
last night welcomed Aaron Sapiro as the 
leader of the Independent Motion Picture 
Exhibitors Association. The testimonial 
dinner was given at the Ritz-Carlton hotel 
by the T. O. C. C. Among the guests were 
executives and sales managers of a number 
of the larger companies. 

In his first public utterance since being 
elected president February 18, Sapiro out- 
lined what he considered the troubles beset- 
ting the industry. He said all exhibitors 
complain of a decline in patronage and de- 
clared this was due to a large extent to the 
radio. 

"This is a problem for all of the exhibi- 
tors," he said, "and through the exhibitors 
a problem for the producers. If the indus- 
try wants to change the present trend of at- 
tendance, it must be done by providing the 
public with better entertainment which the 
public is willing to pay to see, as against 
the entertainment by ear which the public 
may get for nothing. This is one of the 
many reasons why the exhibitors must 
work together among themselves, and must 
work with the producers also." 

Sapiro touched lightly on the objects of 
his organization. The fireworks looked for- 
ward to by many failed to materialize. He 
said in part: 

"This industry is made of three primary 
parts — the producers, consumers, exhibitors. 
This industry is dominated by the produc- 
ers today. Yet in every other form of 
business in the United States the trend 
shows that the group that has the contact 
with the consumer has more to say than 
any other branch of the industry. There- 
fore, they have the producers competing 
against each other to get their business, and 
they readily make their business conform to 
the needs of the time. 

"The exhibitors as individuals can do 
nothing. But the exhibitors, organized into 
one compact association, may be able to 
help the producers meet the taste and the 
needs of the patrons, the public, who must 
control this industry. The exhibitor has the 
public contact. 

"The exhibitor has his hand on the pulse 
of the public and it is for the good of the 
public, as well as the entire industry, that 
the exhibitor should have something to say 
about the type and quality of the pictures 
that he is asked to show to the public. This 
organization of exhibitors will never enter 
the field of production. That field belongs 
to other types of mind and other types of 
energy. But this association intends to work 
with the organized producers, to the com- 
mon end that the public will get better en- 
tertainment and get it regularly and 
steadily. 

"That will pay the exhibitors; that will 
pay the producers; that will justify the pub- 
lic in more frequent patronage of the mo- 
tion picture houses. AH parties gain where 
there is coordination and a universal at- 
tempt to raise the standard of entertainment 
and the quality of the motion picture. All 
parties lose where any one branch controls, 
to the exclusion of the other branches, and 
can make the exhibitor take any kind of 
picture, to the ultimate discouragement of 
the patron-public. The producer may make 
the exhibitor take poor pictures; but he can- 
not make the patron continue to pay good 
money for poor pictures. 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



19 



Y^ 



Film News 
in Pictures 



PICTORIAL SECTION 



Stories Told 
by the Camera 




Gathered for the first time in Japan were these 
Far Eastern representatives of American film 
companies when this picture was taken recently. 
From left to right, they are: Del Goodman, 
Fox; Bob Mclntyre, Paramount; Frank Cham- 
berlain, M-G-M; Charlie Brookheim, Universal; 
and Ed Benson, United Artists. 



Profile — definitive, very, 
yet not to the exclusion 
of warmth. Therefore, 
beautiful and a jolly good 
fellow, too, is Jeraldine 
Dvorak. She is an M-G-M 
player. 



A secret? But cameras can't tell and caption 
writers shouldn't, so let it be said merely that 
the picture records a visit from Emil Jannings 
to Florence Vidor on her "The Magnificent 
Flirt" set at Paramount. Miss Vidor, you see, 
recently completed a role in Jannings' "High 
Treason." 




Some officials and those who won Vvarncr Brothers' Al Jolson essay 
contest in New York. They are: (left to right) Rachel Rothaizer, 
Dorothy Serrine, Deborah Listchinsky and Miriam Kramer, pupils 
at the Holy Rosary convent. In the back row are (left to right) 
Judge Samuel D. Levy, H. M. Warner, president of Warner Broth- 
ers, and Edwin M. Mydeman. 



Visiting the ctern.il city of Rome. Photogniphcd while landing 
near the jjroat ancient amphithe.itrc (which never h.id a "Tth 
Heaven" but grossi-d big just the s.inic) ,irc (loft to right) Truman 
H. Tallcy, editor of Fox News; Sol M. VCurtzcl. superintendent of 
the studios; Bruno Fux who is the ni.in.igcr stationed at Rome; 
and Lew Scilcr, director. 



20 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



FAMILIAR 

paces in 

NEW 





Above and at right — scenes 
from Fox's "Mother Ma- 
chree." Above are shown 
(left to right) Victor Mc- 
Laglen, Philippe DeLacey, 
and Belle Bennett, the star; 
and at right, McLaglen and 
Miss Bennett. 



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One of those unforeseen situations that urges one 
to postpone the goodnight kiss — a scene showing 
Reginald Denny, his feminine lead, Mary Nolan, 
and part of the support in "Good Morning, Judge," 
Denny's new Universal starring vehicle. 





The freedom of the press! A fundamental right — ^un- 
til it "strikes home." Then it is as in Universal's "Free- 
dom of the Press," a scene of which is shown above, 
with (left to right) Alice Day, Lewis Stone and 
Malcolm MacGregor. 




Where men are men — sometimes several men — and Colts are more than young 
horses! Yeh, it's a gay life in the Rocky Mountains. Somebody's always trying to 
make you be the goat. Above is shown Ken Maynard meeting such a situation in 
a scene from "The Canyon of Adventure," a new First National Western starring 
this hardy youth of the Old West. Ken is the lad with only a lot of bullets and 

rocks to back him up. 



Two girls with a single thought — how to get out 
of this? The picture comes from England and 
shows Anny Ondra (left) and Trilby Clark evincing 
terror in a scene of the First National Pathe pro- 
duction, "God's Clay," which was recently com- 
pleted at the Elstree studio. 



April 21, 1928 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



21 





s 



ome MEN 



of r^harader 



Diabolic, transformed — how does a face get tiiat 
way? With Brandon Hurst it's a gift, and this 
characterization is one of the finest in his brilliant 
career. He is shown as Barkilphedro in Universal's 
latest adaptation of a Victor Hugo classic, "The 
Man Who Laughs." 



Yes, it's Gertrude Olmstead, the per- 
fect gentleman — a man of character, 
as it were — though only, of course, in 
FBO's "The Hit of the Show." 
Otherwise, a lady of many perfections. 
And 'tis said that "clothes make the 




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A veteran player of many character 
roles. Marc McDermott, whose shrewd 
interpretations of diflScult personalities 
have won him a high place among 
America's dramatic artists. This por- 
trait shows him as in Warner Brothers' 
"Glorious Betsy." 




Recognize this chap? No, he doesn't pose 
for the tooth paste ads. He's an actor. Give 
up? Well, then — he's Fred Humes, and this 
is the fur coat he wears in M-G-M's new 
Dane-Arthur comedy, "Circus Rookies." 
Makes a very unattractive gorilla, what? — 
has the inside dope, it seems, on jungle life. 





Though silks and satins adorn him, he wears 
only the forced smile of a terrible disfigura- 
tion — that is Gwynplaine in Universal's "The 
Man Who Laughs." A subtle role, eh? 
Here it is interpreted by Conrad Veidt, star 
of the picture. 



The handy, "crafty" man from the 
Orient, who well knows what Occiden- 
tals expect from the "heathen Chi- 
nee." In short, this is Sojin, shown 
in his characterization for Warner 
Brothers' "The Crimson Citv." 



No use holding b.ick — you know him Lon 
Chancy, mir.icle man of character. Here ho 
is .Ts a clown too often is- the true s>Tnbol 
of tragedy, which is his latest st.irring role, 
in M-G-M's "Laugh, Clown, Laugh," crcjted 
under Herbert Brenon's direction. 



22 



EXHIBITORS HERALD and MOVING PICTURE WORLD 



April 21, 1928 



Detroit^ s New Zoning Plan Starts 
May 1 with 28 Days Protection 

Does Not Apply to Roadshows and Extended Run Productions — Second 
Runs Given Seven Days Clearance — Exhibitors Cooperate 

[By Special Correspondent of Exhibitors Herald and Moving Picture World] 

DETROIT, April 17. — In cooperation with the Michigan Exhibitors asso- 
ciation, the Detroit Film Board of Trade has perfected the new uniform 
zoning plan for this city, which becomes effective May 1. All first 
run and key houses are afforded protection under the system. 



VONE 1 classification is designated for ex- 
^ hibitors displaying first-run productions 
only, with no second runs or subsequent runs 
to be sold until 28 days after the last day of 
exhibition. However, this does not apply to 
roadshows or extended runs (the latter play- 
ing more than two weeks at the same theatre). 
Any theatre purchasing the initial run in De- 
troit on a picture, and given protection in its 
contract over the entire city, would be classed 
as Zone 1 for that contract, irrespective of the 
geographical zone in which the theatre may be 
located. Ordinarily the following theatres are 
now sold as Zone 1 : 

Adams, Broadway-Strand, Capitol, Colonial, Fisher 
(under construction), Fox, Grand Riviera, Hollywood, 
Keith-Albee Uptown, Madison, Michigan, Oriental, 
State, Temple, United Artists, Fox- Washington. 

Zone 2, second run in Detroit, has protec- 
tion over all zones listed hereinafter, with a 
maximum of seven days after last showing 
date. This is for second run only, irrespective 
of house location and no subsequent runs are 
to be sold under the conditions stipulated. Any 
theatre given a contract for the next succeed- 
ing run after the initial run in Detroit and 
given protection over the entire city would 
be classified as Zone 2 for that contract. Sec- 
ond run contracts for more than one theatre 
must be for day and date or consecutive day 
showings. 

At present, second runs are ordinarily sold 
to the following : 

Cinderella, Colonial, Columbia, Family, Grand 
Riviera, Hollywood, Keith-Albee Uptown, LaSalle 
Gardens, Fisher (under construction), Harper-Max- 
well (under construction). Oriole, Oriental, Palace 
No. 1, Regent, and Riviera Annex. 

Zone A and the succeeding letter zones 
designate the maximum protection to be given 
to the "key" neighborhood theatres, and cover 
first and second runs in these zones •nly. 

No third runs can be sold in "key" zones, 
but day and date first or second runs may be 
sold to the "key" theatres only. Maximum 
protection starts from last day of exhibition 
at the first house playing a day and date run. 

All second runs in "key" zones must be 



sold with a provision in the contract that "pro- 
tection granted under this contract expires 
21 days from the) available date," whether an 
actual play date is set